I’ll tell you right away I have no driving license and I have no intention to make one.
Especially not after I moved back to Serbia and I’ve seen how NOT to drive the car!
Here is “New driving tests” Case Study of a award winning Campaign made by Leo Burnett Belgrade, Serbia … and you will know what I am talking about: (more after the video)
In 2009, Serbian government announced the new system of driving training and testing. Three years and thousands of lives later – the new system still doesn’t exist. Confidential driving tests leak to the public, resulting in young people only learning the leaked tests and not the entire range of traffic laws. So, Leo Burnett Belgrade created an app with real accidents videos and let it leak as the “new driving tests for the new system”. Within 48 hours, Ministry of Interior announced that the new system starts on October 25th, and the site crashed temporarily due to used bandwidth.
This Campaign, may I say, just hit the nail (right) on the (right) head.
Serbian traffic safety committee
Leo Burnett Belgrade, Serbia
Creative Director: Anja Radulović
Art Director: Rade Šaptović
Copywriter: Predrag Simić, Đorđe Janković
Illustrator: Ivan Nedeljković, Ivana Radić
Golden Drum: New and Innovative Campaigns
Silver Drum: Digital in Single Channel
Silver Drum: Digital in Multi Channel
Silver Drum: PR