Latvian Railways Digital, Case study Latvian Railways` Youth Campaign Look. Listen. Live! [image] by TBWA\ Riga

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Latvian Railways` Youth Campaign Look. Listen. Live! [image]

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Industry Railways
Media Digital, Interactive & Mobile, Case study
Market Latvia
Agency TBWA\ Riga
Creative Director Pauls Kesteris, Edijs Vucēns
Art Director Inta Brūniņa
Released September 2016

Awards

Golden Hammer 2017
Content And Entertainment Audiovisual Diploma
PR Social Pr Diploma

Credits & Description

Entrant Agency: Tbwa\Latvija
Client: Latvian Railways
Brand: Latvian Railways
Product/service: Railway Infrastructure
Advertising Agency: Tbwa\Latvija
Account Director: Inga Jerzjukova
Creative Director: Edijs Vucēns
Art Director: Inta Brūniņa
Creative Director: Pauls Ķesteris
Release Date: 20.09.2016
Synopsis:
In Latvia, almost all railroads are openly approachable, so people need to rely on their senses to be safe. 25% of all railway accidents happen to young people, largely because they use their sight and hearing for smartphone entertainment.
Advertising as pop-culture that ends up on smartphones of young people.
Two popular hip-hop artists from different generations collaborated on a song and music video - "Cool Song," which spoke not about safety as such, but instead about the importance of being in the moment.
In a snowball effect “Cool song” turned into a nationwide campaign with earned media attention. Music video reached #2 spot on youtube trends, over 200,000 views. Campaign as a whole reached around 1 million people and since its launch the number of accidents have dropped in one half.