Winners & Shortlists

RESPECT THE LIVING

TitleRESPECT THE LIVING
BrandMINISTRY OF INTERNAL AFFAIRS
Product/ServiceTRAFFIC SAFETY CAMPAIGN
Category A04. AMBIENT MEDIA: LARGE SCALE
Entrant Company MCCANN TIRANA, ALBANIA
Advertising Agency MCCANN TIRANA, ALBANIA
Credits
Name Company Position
Spasovski Ivica Mccann Erickson Tirana Creative Director
Flonia Vasia Gjollma Mccann Erickson Tirana Art Director
Eralba Hysi Mccann Erickson Tirana Production Manager
Suela Shtylla Mccann Erickson Tirana Managing Director
Ervin Qafmolla Mccann Erickson Tirana Pr Manager
Elvin Civici Mccann Erickson Tirana Media Manager
Gazmend Pinjolli Mccann Erickson Tirana Art Director
Irson Aliaj Mccann Erickson Tirana Graphic Designer
Erfort Kuke Kube Studios Director
Borin Lekaj Kube Studios Post Production
Tomislav Maric Photographer
Aleksandar Krstevski Director Of Photography

The Brief

Pedestrian crossings are not respected by the drivers in Albania. 95 pedestrians lost their lives in 2013. The objective is to raise the awareness about pedestrian crossings and safety, and deliver an effective message to the drivers.

Creative Execution

Using stunt guerrilla approach, as novelty in Albania, and relying on a strong tradition as insight, we executed the campaign and delivered the message. The case was filmed and promoted by the Prime Minister of Albania, the Ministry of Internal Affairs and further on by the rest of the ministries from the government. It made a very big impact with the public and created a viral effect, turning into the most talked and shared campaign/initiative in the year. It was continiously broadcasted on all the national and local TV channels, generating free media of estimated 150 000 euro.

Describe the creative solution to the brief/objective.

There is one thing drivers in Albania do not ignore: DEATH! When a funeral cortege is seen on a street, all cars stop and drivers wait in silence in respect for the deceased. Using as insight the strong tradition, a cortege made of 95 people, representing 95 lives lost last year, delivered the right message: RESPECT THE LIVING TOO! STOP AT THE CROSSINGS.

Results

The campaign generated a viral effect on social media channels. Prime Minister of Albania with all the ministries of the Albanian Government promoted the campaign and shared. The case was continiously broadcasted on all the national TV channels, generating free media exposure worth 150 000 euro. Debates and public discussion were initiated involving experts, high ranking officials and citizens. Traffic police took more active role in regulating the crossings. Volunteers were organised on the busiest crossings in Tirana to help pedestrians and once again remind drivers. Traffic signage got refreshed on the streets in Tirana.