I’m no fan of shock tactics, but this one does it right. The shock is not shown in violence, but with quiet and subtlety. The innocent image of a child playing, combined with the chilling implication of the chalk outline, really hit me as a parent. And the message is simple and true. The World Health Organization says that Pedestrians have a 90% chance of surviving a car crash at 30 km/h or below, but less than a 50% chance of surviving an impact of 45 km/h or above. Speed — even moderate speed — really does kill.
Creative Director: Peter Kusters
Art Director: Wouter Kampman
Copywriter: Marcel Haasdijk
Photographer: Roel Nederveen