Ontario Ministry Of Transportation Radio Mall by John St

Mall

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Industry Government & Other Authorities
Media Radio
Market Canada
Agency John St
Associate Creative Director Sanya Grujicic
Executive Creative Director Angus Tucker, Stephen Jurisic
Art Director Denver Eastman, Andrew Bernardi
Copywriter Jacob Greer
Released October 2016

Awards

Cannes Lions 2017
Radio Radio & Audio: Public Sector Silver Lion

Credits & Description

Title: Mall
Agency: John St.
Brand: Ontario Ministry Of Transportation
Country: Canada
Entrant Company: John St., Toronto
Advertising Agency: John St., Toronto
Media Agency: Phd, Toronto
Production Company: The Vanity, Toronto / Saints Editorial, Toronto / Opc, Toronto / Boombox Sound, Toronto
Executive Creative Director: Stephen Jurisic (John St)
Executive Creative Director: Angus Tucker (John St)
Associate Creative Director: Sanya Grujicic (John St)
Art Director: Andrew Bernardi (John St)
Copywriter: Jacob Greer (John St)
Art Director: Denver Eastman (John St)
Strategist: Colin Caroll (John St)
Agency Producer: Sharon Langlotz (John St)
Account Director: Cheryl Mackenzie (John St)
Account Executive: Zalona Caruso (John St)
Voice Director & Music Producer: Stephanie Pigott (Boombox Sound + Music)
Sound Engineer: Ryan Haslett (Boombox Sound + Music)
Executive Producer: Umber Hamid (Boombox Sound + Music)
Script In English:
Teenage Boy: It's the weekend. You’re driving, on your way to meet your girlfriend at the mall. You’re late. You get a text. Must be her. Teenage Boy: You look down and reach for the phone. You start to tap to reply but you can’t feel your fingers. You can’t feel your arms or legs.You can't feel anything. You start to realize that a machine is helping you breathe. V/O: It happens fast. Put down the phone.V/O: Paid for by the Government of Ontario.
Entry Summary:
Despite the widely publicized dangers, teens just don’t think looking at their phone for a few seconds is distracted driving. So we launched a Spotify radio campaign that made them realize that seconds is all it takes. We geo-targeted the radio ads to the Ontario roads they drove the most and customized them to their Spotify playlists by using the power of Spotify’s behavioral data.
Synopsis:
Teens just don’t think looking at their phone for a few seconds is distracted driving. This Spotify radio campaign for the Ontario Ministry of Transportation made them realize ‘it happens fast.’