Description
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The Ministry of Transport in Finland faces constant challenge from the growing attitude problem amongst youth. How do you convince … read moreteens to wear a seatbelt, or better yet change their attitudes towards increasingly reckless behavior?
Publicis Helsinki, having created a very successful multi media campaign for the Finnish Ministry of Transport last year set out this year to do much more.
Teaming up with The Cannes Young Director's Award winners from 2005, Alex & Stefan out of Unexpected from Stuttgart, Germany, as well as SPY Films from Toronto, Canada, the multi-national team has created a television campaign unlike anything else.
Using sophisticated motion capture and live action techniques, the spot creates a world where crash test dummies live and breath, seeming to jump right off the screen.
Creative Commentary
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"The spot which might seem a shock to the system, is intended as a wake up call to all young, disenfranchised people living in Finland, and will undoubtedly create as much hype as it well deserves" says Publicis Executive Creative Director, Anthony Wolch.
"While you can quite simply tell teens what not to do and how not to do it...they will continue to ignore messages that do not speak to them on their own terms".
The creative team, Tomi Winberg and Sami Anttila are well known in Helsinki for smart, strategic work, and this spot lives up to expectation.
The campaign began running in Finland on April 27th, followed by full print and extensive web advertising.
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