Drive Alive Film, Digital Drive Alive 3D by TBWA\Hunt\Lascaris Johannesburg

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Drive Alive 3D

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Industry Traffic safety
Media Film, Digital, Interactive & Mobile
Market South Africa
Agency TBWA\Hunt\Lascaris Johannesburg
Director Sam Alessandri, Nick Young
Executive Creative Director Adam Livesey, Matthew Brink, Damon Stapleton
Creative Director Justin Wright
Art Director Byron Fraser
Copywriter Jared Osmond
Producer Ancilla Berry, Odette De Nobrega
Released April 2012

Awards

The Loeries Awards 2012
Miscellaneous Media Innovation - Single Medium Bronze

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: DRIVE ALIVE
Product/Service: ROAD SAFETY
Agency: TBWA\HUNT\LASCARIS JOHANNESBURG
Creative Director: Justin Wright (TBWA Hunt Lascaris Johannesburg)
Art Director: Byron Fraser (TBWA Hunt Lascaris Johannesburg)
Copywriter: Jared Osmond (TBWA Hunt Lascaris Johannesburg)
Executive Creative Director: Matthew Brink (TBWA Hunt Lascaris Johannesburg)
Executive Creative Director: Adam Livesey (TBWA Hunt Lascaris Johannesburg)
Executive Creative Director: Damon Stapleton (TBWA Hunt Lascaris Johannesburg)
Agency Producer: Sandra Gomes (TBWA Hunt Lascaris Johannesburg)
Producer: Ancilla Berry (Refinery)
Producer: Odette De Nobrega (Refinery)
Director: Sam Alessandri (Refinery)
Director: Nick Young (Refinery)
Sound Design: Peter Cornell (Hum Drum)
Encoding: Anthony Yew (Spectrum)
Media placement: Film - Ster Kinekor Cinemas - 3 December 2011

Insights, Strategy & the Idea
Drunk Driving is one of the biggest threats to Road Safety in South Africa, particularly over the festive season. Research indicates that 50% of people who die on the roads have a blood alcohol concentration above 0.05 gram per 100 millilitres. But this remains a useless statistic as most people only face the harsh reality of driving drunk after they suffer the consequences.

Creative Execution
3D cinema is something people watch to enhance their senses and their experience.

Trying to watch a 3D movie that’s not in 100% focus is an extremely unnerving experience. And that’s exactly what we wanted to do to our viewers.

The fact is that the smallest amount of alcohol in your blood can retard your senses. To demonstrate this fact in the most vivid way possible, we utilised a medium that promises to ENHANCE your senses - 3D cinema.

We targeted 3D movie-goers between the 2nd of December and the 6th of January at cinemas countrywide by creating a commercial that shows a brief clip of a drunk driver on a joy ride. The commercial, however, fades in and out of focus, making viewers suspiciously check their 3D glasses.

Results and Effectiveness
We created a commercial that would not fall into the same trap of just being another shock tactic ad. Which is a common trend in this particular category. The commercial engaged audiences, and made them feel like they were a part of the idea.

It was an effective use of the medium as it stood out from the high definition commercials and movie trailers flighting either side of it, and demonstrated the effect of driving under the influence of alcohol.