Csl Design & Branding REARVIEW MIRROR CAMPAIGN by Leo Burnett Hong Kong

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REARVIEW MIRROR CAMPAIGN

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Industry Telecommunications Services
Media Design & Branding
Market Hong Kong SAR China
Agency Leo Burnett Hong Kong
Executive Creative Director Connie Lo
Released April 2012

Credits & Description

Category: Posters
Advertiser: CSL 1010
Product/Service: TELECOM
Agency: LEO BURNETT HONG KONG
Executive Creative Director: Connie Lo (Leo Burnett Hong Kong)
Deputy Executive Creative Director/Art Director: Brian Ma (Leo Burnett Hong Kong)
Creative Director/Copywriter: Aflred Wong (Leo Burnett Hong Kong)
Creative Director/Copywriter: Wen Louie (Leo Burnett Hong Kong)
Senior Art Director: Kenny Ip (Leo Burnett Hong Kong)
Senior Art Director: Leo Yeung (Leo Burnett Hong Kong)
Management Supervisor: Margaret Chan (Leo Burnett Hong Kong)
Brand Manager: Hanford Sheng (Leo Burnett Hong Kong)
Brand Executive: Corinne Cheng (Leo Burnett Hong Kong)
Photographer/Retoucher: (Visionary Group Co.)
Media placement: Posters - Car Parks nearby 1010 Shops - 26 April 2012

Describe the brief from the client
As Hong Kong’s leading mobile communications provider, 1010 wanted to reinforce its commitment to corporate social responsibility by highlighting the very real dangers of texting while driving.

Describe the challenges and key objectives
A 2009 US study showed that drivers who text while driving are 23 times more likely to be involved in an accident than normal. However, under the laws of Hong Kong, the penalty for using mobile communications equipment while driving is a mere HK$2,000, or just under US$260. This is hardly a deterrent for such a dangerous act, and the government has not made an effort to educate the public. As a result, mobile-related accidents have surged in the past few years.

Describe how you arrived at the final design
It’s only after a mistake has been made that we feel regret. And by then, it’s too late. To help the public fully understand the dangers of texting while driving, we showed them the consequences of an accident they cannot afford - that you can lose it all with just one SMS.

To communicate both ‘car’ and ‘impact’ in a provocative way, we used an explosion of rear-view mirrors, each reflecting happy moments in the life of the driver and their loved ones. This was wrapped with the message 'When you look back, you’ll realise how much you had to lose', urging the viewer to stop texting and driving before they regret it.

Give some indication of how successful the outcome was in the market
1010 is the first and only network operator to stand up and make an appeal regarding the dangers of texting and driving. Not only did this raise awareness of the issue amongst the general public, but it was a rare case of a company telling people not to use one of their services for their own safety, thus giving 1010’s image as a social enterprise a real boost.