French road safety campaign 'Don't let this Selfie be the last one'
The Challenge
Astonishingly, 7 out of 10 18-25 year-olds have already taken a Selfie while driving. Just searching #drivingselfie on social networks shows the scary depth of this statistic: results by tens of thousands. Attitude Prévention challenged us to communicate around this subject in a fresh, modern format resonating with the young target audience.
The Idea
‘Don’t let this Selfie be the last one’. We brought the social network post frame to life in a digital film with a surprising twist. The inside of the frame symbolizes a distorted micro-world of appearances: the euphoria, the disconnection from reality when taking Selfies while driving. The outside of the frame shows the tough reality with danger and dramatic consequences just a meter away; right before the impact with the second car. Showing all could change in a hearbeat to encourage the audience to prevent #drivingselfies from happening.
Advertiser
Attitude Prévention
Campaign
Ne laissez pas ce Selfie être le dernier
Media
Digital
Production
Bandits