Drive Alive - "Drive Alive 3D"

TBWA\Hunt\Lascaris Johannesburg

TBWA\Hunt\Lascaris Johannesburg Johannesburg, Afrique du Sud

Awards

12372

Cette création fait partie de la Collection Act Responsible

Marque: Drive Alive
Pays: Afrique du Sud

Annonceur: Drive Alive

Titre	Drive Alive 3D
Agence	TBWA\Hunt\Lascaris Johannesburg
Campagne	Drive Alive 3D
Annonceur	Drive Alive
Marque	Drive Alive
Date de première diffusion/publication	2011 / 12
Secteur d'activité	Sécurité Routière
Synopsis	Drunk Driving is one of the biggest threats to Road Safety in South Africa, particularly over the festive season. Research indicates that 50% of people who die on the roads have a blood alcohol concentration above 0.05 gram per 100 milliliters. But this remains a useless statistic as most people only face the harsh reality of driving drunk after they suffer the consequences. We were briefed to create a cinema advertisment that would educate viewers about this fact.
Philosophie	The Idea: 3D cinema is something people watch to enhance their senses and their experience. Trying to watch a 3D movie that’s not in 100% focus is an extremely unnerving experience. And that’s exactly what we wanted to do to our viewers. The fact is that the smallest amount of alcohol in your blood can retard your senses. To demonstrate this fact in the most vivid way possible, we utilized a medium that promises to ENHANCE your senses - 3D cinema. The Ad: We targeted 3D moviegoers between the 2nd of December and the 6th of January at cinemas countrywide by creating a commercial that shows a brief clip of a drunk driver on a joy ride. The commercial, however, fades in and out of focus, making viewers suspiciously check their 3D glasses.
Problème	We needed to create an advertisment that would not fall into the trap of just being another shock tactic ad. Which is a common trend in this particular category. We wanted to rather create an ad that engaged the audience, and made them feel like they were a part of the idea.
Résultat	The result was a commercial that couldn't be ignored, it stood out in contrast to the high definition 3D ads and movie trailers flighting either side of it.
Type de média	Cinéma
Marché	Afrique du Sud
Directeur de la création	Matthew Brink
Directeur de la création	Damon Stapleton
Producteur	Odette de Nobrega
Producteur	Ancilla Berry
Réalisateur	Nick Young
Réalisateur	Sam Alessandri
Post production	Anthony Yew
Sociéte de création sonore	Peter Cornell
Producteur, agence	Sandra Gomes
Concepteur / rédacteur	Jarod Osmond
Directeur de création	Justin Wright
Direction artistique et créative	Byron Fraser
Directeur de la création	Adam Livesey