New driving tests Digital, Case study Serbian traffic safety committee by Leo Burnett Belgrade

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Serbian traffic safety committee

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Industry Public Safety, Health & Hygiene, Traffic safety
Media Digital, Interactive & Mobile, Case study
Market Serbia
Agency Leo Burnett Belgrade
Creative Director Anja Radulovic
Art Director Rade Saptovic
Illustrator Ivan Nedeljković, Ivana Radić
Released October 2012

Credits & Description

Advertised brand: New driving tests
Advert title(s): Serbian traffic safety committee
Advertising Agency (Name, City, Country): Leo Burnett Belgrade, Serbia
Agency website:
Creative Director: Anja Radulović
Art Director: Rade Šaptović
Copywriters: Predrag Simić, Đorđe Janković
Illustrator: Ivan Nedeljković, Ivana Radić
Other additional credits - Developer: Omnicom
Published/Released (Month, Year): August 2012
Short rationale:
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, we 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.