Buckle up and be there

Posted: June 4, 2015

Screen Shot 2015-06-04 at 4.06.51 PM3 June 2015

Road users often forget about the importance of wearing seat belts since there is no tangible benefit to the action, unless one is involved in a crash. The sad fact is, however, that the non-use of seat belts is a contributing factor to the large amount of road deaths per year.

Instead of opting for traditional and more commonly used scare tactics, Y&R South Africa demonstrated a relatable and positive reason to encourage people to buckle up: to stay alive and be present for the special moments in life. Literally, buckle up and stay together with your loved ones. The three print executions cover examples of these beautiful and emotional moments ­– a daughter’s graduation, a marriage proposal, and a father supporting his son at a soccer match. The pairs in all three executions are placed against a seat belt with embraces resembling a seat belt clasp, illustrating that by buckling up, you and your loved ones stay together.

View the three executions here.

Creative Team Credits:
Chief Creative Officer:
Graham Lang
Executive Creative Director: Rui Alves
Creative Director: Jacques Shalom/ Bibi Lötter
Copywriter: Marjolein Rossouw
Agency Art Director: Jac Sun/Gareth Owen
Photographer/Retoucher: Maritz Verwey