Осколки: Splinters
Posted by Marc | 9-02-2010 20:45 | Category: Road safety
This video, launched early December last year, is a part of the integrated drink and drive prevention campaign in Russia. The campaign is created for the Federal Authority for Road Traffic Safety of the Russian Federation with financial support of the Russian Association of Motor Insurers. The key image of the campaign is a broken bottle: Осколки / Splinters.
The message of this campaign is to show that alcohol and driving is a bad match.
We continue to believe that gentle persuasion prevailing negative stereotypes of behavior can not be reversed on perch, - said Natalia Agra, CEO of agency Zavod on Adme.ru, - I think everyone knows that drunk driving is inappropriate, however, in the country where every day 40 human lives are divided by the fault of the drunk drivers. In our new clip is no blood on the screen, but it is hard. held recently in Moscow first global ministerial conference on road safety has clearly demonstrated that only such public service ads in a position to change behavior drivers. At the conference, Minister of Transport of France emphasized that they are at home use in the promotion of traffic safety is a tough advertising. And in France there is a significant achievement in this area - for several years have almost halved the death of the French in the crash. Similar trends mentioned ministers Transportation United States and Britain.
(sorry for the bad translation)
Before the launch of the video it was tested with the methodology Neuro-Trace, where they studied spectator’s unconscious reactions. Research’s results shows that the history which was told in a video has affected both men and women, but in a greater degree it has caused the emotional feedback by younger audience.
“This technique is interesting because it can show exactly which frames are undesirable because of their negative impact on the psyche, - says Alexey Popov, director of strategic planning agency Zavod, - Another advantage of this method is that the study subject immediate, spontaneous reaction of the person.”
Below some banner and wallpapers from the campaign website (click to enlarge):
Agency:
Zavod
Additional credits:
Production: Pandora Film
Creative Director: Maxim Fedorov
Art Director: Nikita Smirnoff
Copywriter: Dmitry Lomakin
Director: Bruno Bossi
DOP: Andrey Vakorin
Production designer: Eldar Karkhalev
Costume designer: Valeria Novikova
Production manager: Anatoly Nikonov
Рroducers Jenya Aronova, Kira Smolina
Composer: Dmitry Garbuz (Postmodern)
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