For whatever reason, a wealth of intriguing driver safety PSAs seem to come out of New Zealand (including this recent spot from Clemenger BBDO), and Y&R New Zealand’s latest effort for road-safety charity Brake provides yet another example.
For “Living Memories” the agency teamed up with forensic age-progression specialist Kevin Darch, who used family photos of five childhood crash victims to create artistic renderings of what the children would look like today which were then sent to Weta Digital to create 3-D models. The approach was designed to illustrate the lives lost in road accidents in a visual and visceral way. Viewers come to face to face with a life wiped out by a road accident. The effect is very emotional and Brake hopes this will lead people to carefully consider the consequences of their actions on the road.
“Road crashes have devastating consequences for families and the effects last a lifetime,” Caroline Perry, development director at Brake, told Adweek. “The aim with this campaign is to look not only at lost lives, but also lost potential and lost futures. Living Memories has given these five families an opportunity to see what their child might have looked like, and demonstrates to the rest of us the lasting impact that crashes have.”
Credits:
Client: Brake
Development Director: Caroline Perry
Agency: Y&R NZ
CCO / CEO: Josh Moore
Creative Director: Scott Henderson, Seymour Pope
Senior Art Director: Lisa Dupre
Head Producer: Christina Hazard
Account Director: Claire Dooney
Account Manager: Chelsea Dowling
Senior Media Planner: Kylee Davidson-Corrin
Designers: James Wendelborn, Kate Whitley
Executive Digital Producer: Bruce Murray
Digital Producer: Pat Co
Head of Motion Graphics: Michael Frogley
National Ideas Director: Jason Wells
General Manager: Grant Maxwell
Managing Director – Wgtn Tim Ellis
Production
Digital production company: Weta Digital
Editor: James (Squid) Kelly, Pat O’Sullivan
DOP: Will Moore
Partners
Forensic specialist: Kevin Darch
TVNZ: Joanne Mitchell, Briar McCormack
Researcher: Alison Horwood
Freelance reporter: Amanda Miller