Responses by Y&R
Background: We created a one-minute 25-second spot about the dangers of using your phone while driving. The last report delivered by the Carabineros de Chile, the Chilean police, and the Conaset, the National Commission of Traffic, showed that traffic accidents caused by “distracted driving” had risen by 93.2 percent over the last six years. Spanish telecommunications brand Movistar’s initiative, in collaboration with both the Carabineros de Chile and Conaset, sought to raise awareness amongst drivers, in the month with the highest number of accidents during the year.
Reasoning: Just by looking at their mobile phones for one second, people can lose their lives during many of life’s important moments.
Challenges: The casting. It was difficult to find people who looked the same as time went by. We overcame this problem with many hours of makeup.
Favorite details: The visuals and feelings we get from this project. The remarkable art and photography were vital to get the kind of spot that we had imagined. We wanted to project the idea of a couple’s different moments in life.
Time constraints: In advertising, we are used to working in short time periods. A great team is the key to get the expected results.
Specific demands: We needed to create a sufficiently moving piece to make people aware of the issue during the national holidays, a period in Chile when traffic accidents significantly increase.