In Spain, the number of deaths on the road has increased by 15%. However, we live in a society that’s not affected by being told that they could die behind the wheel. That’s why we raised a dilemma to show drivers that in a car crash, death is not the worst consequence.
In a car accident, who would you rather be: The one who lives or the one who dies?
By the end of the year, without any change to the law, there was a 10% fall in the number of deaths.
McCann WorldGroup | 2018
Cannes Lions | Brand experience & activation | Shortlist
El Sol | Film | Bronze
CdeC | Ideas | Bronze
CdeC | Craft — Copywriting | Bronze
CCO | Mónica Moro ECD | Raquel Martínez, Jon Lavín CD | Álvaro López, Martín Subercaseaux CW | Agustina Lavignasse Tech Director | Enrique Moreno Director | Félix Fernández de Castro