I have found this jewel from the past year while I have researched last week for new campaigns. The campaign is technically and aestetically perfect made. I like the combination between illustration and photography – the elements are harmonizing very good. What catches my eye right away is the concept of the pictures. It bothers me that the Agency uses an image of violence against women as keyvisual. Naked, intentional violence as a symbolic language for too fast driving to me goes a bit too far. Hairy male arm is punching a woman in the face: I immediately forget the real intention of the campaign and I see only the faces of the women.
It shocks how simplified is used the language of violence at all and of course that was intention,.. but it shocks more how they didn’t think about it what message they may bring if they show a beaten woman. It shocks that the intentional violence against women is comparabel with anything at all, .. or that a Creative Director can treat a intentional violence against women and a unintentional violence (too fast driving) as equivalent.