Eyes on the Road
Award: Wood Pencil
Wood Pencil / Film Advertising / Cinema Commercials / 2015
The use of smartphones while driving has become a leading cause of road fatalities. OgilvyOne Beijing helped Volkswagen inform young drivers in a way they wouldn't soon forget. Once the house lights went down in a Hong Kong cinema, viewers were shown a short trailer from the point of view of car driver. After 15 seconds, as the audience began to wonder what they were watching, a location-based message was sent from the projector room to the phones within the theatre. As most patrons checked their phones, they were shocked by a frightful sound. The car had crashed. The stunt created the sensation of the audience receiving a text message while driving, averting their attention immediately before impact. The crash was followed by a hard-hitting fact on screen.
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