Works » Responsible Young Drivers (RYD)

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Industry Traffic safety
Media Digital, Interactive & Mobile
Market Belgium
Agency Publicis Brussels
Producer Hans Buyse
Copywriter Eric Piette, Paul Servaes, Tom Berth
Art Director Sophie Norman, Geert De Rocker
Creative Director Alain Janssens
Director Dagmar Duportail
Account Supervisor Nathalie Tavernier
Production Poetry in Motion
Released May 2012

Awards

Cristal Awards 2012
Media Cristal GREAT CAUSE / PUBLIC INTEREST CRISTAL (GOLD)
Eurobest 2012
Film Internet Film Bronze
London International Awards 2012
Non-Traditional Live Events - Beyond Advertising Bronze Winner
TV/Cinema/Online Film Public Service/Social Welfare Bronze Winner

Credits & Description

Category: Short Format Internet Film
Advertiser: RESPONSIBLE YOUNG DRIVERS
Product/Service: NGO
Agency: PUBLICIS BRUSSELS
Production Company: POETRY IN MOTION, Ghent, BELGIUM
Executive Creative Director: Paul Servaes
Creative Director: Alain Janssens
Copywriter: Tom Berth/Eric Piette/Paul Servaes
Art Director: Geert De Rocker/Sophie Norman
Account Supervisor: Nathalie Tavernier
Advertiser's Supervisor: Johan Chiers
Producer: Hans Buyse
Director: Dagmar Duportail
Account Manager: Antoine De Menten
Planner: Tom Theys/Annemie Goegebuer/Henk Ghesquière
Planner: Tom Theys/Annemie Goegebuer/Henk Ghesquière
Other Credits: Associate Creative Director: Tom Berth/Geert De Rocker

English Description
Every year thousands of young people die behind the wheel due to texting. But how do you convince youngsters not to text while driving? Responsible Young Drivers decided to do the opposite: oblige them to text while driving!

Young aspirant drivers were told they would have to pass the mobile phone test behind the wheel before obtaining their driver’s license. The webvideo shows how they reacted before, during and after taking the texting test.

The Digital Advert titled Responsible Young Drivers: The impossible texting & driving test was done by Publicis Brussels advertising agency for product: Responsible Young Drivers (brand: Responsible Young Drivers (RYD)) in Belgium. It was released in May 2012.