Or Yarok Association for Safe Driving - "Live kill"

BBR Saatchi & Saatchi

BBR Saatchi & Saatchi Ramat Gan, Israël

5928

Cette création fait partie de la Collection Act Responsible

Marque: Or Yarok Association for Safe Driving
Pays: Israël

Annonceur: Or Yarok Association for Safe Driving

Titre	Live kill
Agence	BBR Saatchi & Saatchi
Campagne	Live Kill
Annonceur	Or Yarok Association for Safe Driving
Marque	Or Yarok Association for Safe Driving
Date de première diffusion/publication	2017 / 1
Secteur d'activité	Sécurité Routière
Philosophie	Texting while driving and now even live broadcasting while driving, has become an international plague. Over 80% of accidents are caused by people using their phone while driving. Yet still, regular campaigns don’t deter youngsters. No matter how gruesome commercials about this issue are, young drivers still ignore them because they’re ads. To take this issue BBR Saatchi & Saatchi teamed with Or Yarok, the Association for Safer Driving in Israel, to launch an experience that would engrave the trauma of watching a real car crash in young drivers’ minds permanently. To do that the agency hacked YouTube’s live broadcast feature and broadcasted a 6 minute pre-filmed video of popular vloggers getting into a crash, pretending as if it were live. The hacked broadcast generated record high results with over 2,500 fans seeing it in real time. Fans sent in thousands of worried comments and “Aha-got the message” posts in response. By the next day 57,000 youngsters had watched the broadcast – a clear indication the message made an impact.
Type de média	Médias sociaux
Longueur	114 seconds
PDG	Yossi Lubaton
Responsable de la création	Jonathan Lang
VP Creative Director	Idan Regev
VP Creative Director	Idan Levy
Social & Digital Creative Director	Idan Kligerman
Directeur de création	Niv Herzberg
Directeur de création	Evgeniy Utkin
Chef de groupe	Shirley Konka
VP Content & Production	Dorit Gvili
Directeur de la production	Maya Palmon
Creative Coordinator	Eva Hasson
Video Editor	Dan Deutsch
Studio Manager	Yaron Keinan
Infographiste	Yulia Zak