This new campaign from OVK (de vereniging van Ouders van Verongelukte Kinderen / Parents of Road Victims) isn’t very exuberant and modern. The power is all done with great photography. The kind of images you pick unconsciously while on the road.
And that is exactly the intention. Because you should not be distracted. Just what happens when texting while driving.
The photography is done by world renowned contemporary artist Andres Serrano. Known from controversial works such as ‘Piss Christ’ and the ‘Morgue series’.
Andres: “As an artist I usually focus on my own work. It’s very rare that I’m asked to do commissioned work, so it’s a great pleasure for me to do something that goes out to the masses.”
“Don’t Text and Die” is a series of photographs in which Serrano depicts three different characters. At first glance they look dead, but when you look closer you discover they’re actually just looking at their phones.
The campaign made by Happiness Brussels not only aims to address a modern and universal issue, but also to bring attention to the work of Parents of Road Victims. Their main goals are the consolation of the families of road victims, and the prevention of future traffic accidents.
Interview with Andres Serrano about the campaign: