LONG SENTENCE by Tribal Amsterdam for Top Gear

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LONG SENTENCE

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Industry Traffic safety
Media Print, Magazine & Newspaper
Market Netherlands
Agency Tribal Amsterdam
Creative Director Dylan De Backer, Joris Kuijpers
Art Director Yona Hümmels
Copywriter Stef Jongenelen
Released September 2011

Credits & Description

Category: Public Health & Safety
Advertiser: TOP GEAR MAGAZINE
Product/Service: ROAD SAFETY
Agency: DDB AMSTERDAM
Creative Director: Joris Kuijpers/Dylan De Backer
Copywriter: Stef Jongenelen
Art Director: Yona Hümmels
Other Credits: Designer: Raphaël Bartels

English Translation of Main Headlines
Brief: Top Gear Magazine asked us to come up with a road safety ad.

Note: At the moment we were briefed there was a big discussion in the Netherlands going on about raising the maximum speed from 120 km/h (75 mph) to 130 km/h (80 mph).

Solution: People underestimate what a speed of 80 mph means if you have to break suddenly. With this ad we wanted people to experience for themselves how long it takes to come to a complete stop when you’re driving that fast.