General Directorate For National Roads And Motorways Film PRISON by Sparing Communication Group

PRISON

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Industry Traffic safety
Media Film
Market Poland
Agency Sparing Communication Group
Director Marcin Fischer
Creative Director Marcin Holota
Art Director Mateusz Wojnarowski
Account Supervisor Anna Boltryk
Editor Maciej Majer
Production Provizorca
Production Studio Melange
Released September 2010

Credits & Description

Category: Public Health & Safety
Advertiser: GENERAL DIRECTORATE FOR NATIONAL ROADS AND MOTORWAYS
Product/Service: ROAD SAFETY AWARENESS
Agency: SPARING COMMUNICATION GROUP
Production Company: PROVIZORCA, Warsaw, Warszawa, POLAND, POLAND
Production Company: STUDIO MELANGE, Warsaw, Warszawa, POLAND, POLAND
Date of First Appearance: Sep 5 2010
Creative Director: Marcin Holota
Art Director: Mateusz Wojnarowski
Agency Producer: Agata Wojciechowska
Account Supervisor: Anna Boltryk
Advertiser's Supervisor: Andrzej Maciejewski
Director: Marcin Fischer
Editor: Maciej Majer
Sound Design/Arrangement: Grzegorz Lindemann
Animation: Piotr Golabek
Account Manager: Agnieszka Santarek
Planner: Konrad Wyrwas
Other Credits: Marcin Mokry/Tomek Kaczorowski

English Description

This TV ad employs fragments of testimonies by Andrzej (Andrew, aged 24) who is currently serving a three-year sentence of imprisonment for causing an accident while driving under the influence. Andrew hit two teenage girls, one of which is now disabled for life. The idea of the whole campaign is based on the stories of perpetrators, focusing on origins of road offences and their consequences: physical (traumatic experiences, depressions, suicide attempts etc.), social (family breakups, work problems, addictions etc.) and legal (imprisonment, revoking driving licences etc.). Those ads are narrated by the real perpetrators of terrible road offences. There are no actors here, only real people. The testimonies are in no way alternated and occurring lapses, pronounced pauses, sighs and quavering voice only lend credence to the message. A story constructed in this way implicate a powerful emotional charge making a strong impression on the audience.