DISCONNECTED by Lowe Brindfors Stockholm for Ntf (the National Society For Road Safety)

DISCONNECTED

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Industry Traffic safety
Media Promo & PR, Case study
Market Sweden
Agency Lowe Brindfors Stockholm
Art Director Rickard Villard
Photographer Peter Alendahl
Typographer Jesper Kewenter
Released January 2010

Credits & Description

Category: Best Use of Outdoor
Advertiser: NTF (NATIONAL SOCIETY FOR ROAD SAFETY)
Product/Service: ROAD SAFETY AWARENESS
Agency: LOWE BRINDFORS
Date of First Appearance: Jan 11 2010 12:00AM
Entrant Company: LOWE BRINDFORS, Stockholm, SWEDEN
Chief Creative Directors: Villard/Bartholf (Lowe Brindfors)
Art Director: Rickard Villard (Lowe Brindfors)
Photographer: Peter Alendahl (Adamsky)
Typographer: Jesper Kewenter (Lowe Brindfors)
Retouch/Reprographics: Andreas Lindström (Bildinstitutet)
Media placement: Outdoor Posters - Placed At Some Of The Most Heavy Trafficked Areas In The Surroundings Of Stockho - 11 January 2010

Results and Effectiveness
During this period Sweden's two biggest newspapers (Svenska Dagbladet and Dagens Nyheter) wrote a spread article and an editorial about the absurdity that, as only Scandinavian country there is no law against using cell phones while driving. In Stockholm (where the campaign was aired) one of the biggest local newspapers Mitt i (with over 900,000 copies) also wrote about the NTF outdoor campaign and used it as key visual in the article. Because of the great response to the campaign, NTF has decided to run the campaign 3 more times this year and are planning to continue to frequently air it until there is a legislation against using cellphones while driving.

Creative Execution
Typical car crash scenarios where we replaced the cars with cellphones. 18 big outdoor posters placed at some of the most heavy trafficked areas (where the traffic jams usually occur, and when you then have a tendency to pick up your cellphone).

Insights, Strategy & the Idea
According to an American study it is 23 times higher risk to be in a car crash if you text message while driving. Sweden is the only Scandinavian country that doesn’t have a law against using cellphones while driving. Our client, the national traffic safety organisation NTF, asked us to do a campaign that would make the Swedish drivers think twice before using their cellphones.