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
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Tel: +27 (11) 797 6300
Fax: +27 (11) 797 6400
Y&R South Africa is a community of creative minds who come to work to constantly challenge and reinvent; to find better and more effective ways of making our clients’ brands move their customers. And to do so in a manner that is differentiated for their brand while being relevant to their specific customer. In a phrase, we come to work to help our clients’ brands Resist the Usual. To be clear, this is not difference for difference sake; that way lies gimmickry and short-termism. This is difference and relevance, the cornerstone of all successful brand building. Our community use the power of insights, ideas and impact to deliver work that is impossible to ignore.This is what binds us together. This is what fires us up in the morning. This is who we are.