| Title | RESPECT THE LIVING |
| Brand | MINISTRY OF INTERNAL AFFAIRS |
| Product/Service | TRAFFIC SAFETY CAMPAIGN |
| Category |
A04. AMBIENT MEDIA: LARGE SCALE |
|
Entrant Company
|
MCCANN TIRANA, ALBANIA
|
|
Advertising Agency
|
MCCANN TIRANA, ALBANIA
|
Credits
| 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.