Winners & Shortlists

BEFORE I DIE

TitleBEFORE I DIE
BrandASSOCIATIONS PREVENTION ROUTIERE ET ASSUREURS PREVENTION
Product/ServiceDRUNK DRIVING PREVENTION
Entrant Company LES GAULOIS Puteaux, FRANCE
Advertising Agency LES GAULOIS Puteaux, FRANCE
Production Company SOFILMS Paris, FRANCE
Credits
Name Company Position
Gilbert Scher LES GAULOIS Global Creative Director
Gilbert Scher LES GAULOIS Global Creative Director
Paul Dethore LES GAULOIS Assistant Media
Franck Annesse Sofilms Producer
Sarah Bouadjera Les Gaulois Tv Producer
Sophie Levy Sofilms Director
Franck Annesse Sofilms Producer
Sophie Levy Sofilms Director
Thomas Le Quellec Association Prévention Routière Communications Manager
Thomas Le Quellec Association Prévention Routière Communications Manager
Delphine Deleval Assureurs Prévention Communications Manager
Delphine Deleval Assureurs Prévention Communications Manager
Alexandre Drouillard LES GAULOIS Creative Director
Alexandre Drouillard LES GAULOIS Creative Director
Mickael Jeanne LES GAULOIS Creative Director
Mickael Jeanne LES GAULOIS Creative Director
Medhi Arabat Ziane LES GAULOIS Copywriter
Medhi Arabat Ziane LES GAULOIS Copywriter
Julie Moreno LES GAULOIS Copywriter
Julie Moreno LES GAULOIS Copywriter

The Campaign

The French Road Safety Associations launches campaigns to reduce the frequency and seriousness of road accidents. The campaigns are specifically targeted at young people aged between 18 and 24 as road accidents are their first cause of death. The associations asked the agency to help them by creating a campaign aimed at this target audience. This campaign would continue to raise awareness among these young people and would particularly target those who had just been given their driving licences. The campaign would equally continue promoting the Sam reflex (a previous campaign in favour of the 'designated driver' and whose slogan was 'the one driving is the one not drinking).

Success of the Campaign

As for the figures, there were 27,000 visits on the avantdemourir.com website in one week, #AvantDeMourir became a trending topic for 48h with 13,827 tweets and 1000 'Grandes écoles' (prestigious higher education establishments in France) shared the campaign message with their students. Moreover, we witnessed massive media coverage with more than 100 blogs and website spreading the campaign and reports on both the largest French news programmes and in the main national newspapers. Achieving all of the above while investing 0 euros in the media, we saved 3.5 million euros in total.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

We worked in collaboration with the artist, Candy Chang, who created the 'Before I die' installation and who depended on the participation of the target audience. We firstly invited young people to complete an inspiring and universal sentence: Before I die, I want …on different supports (boards, social networks, and the AVANTDEMOURIR.COM website). One week later, we revealed the message of the campaign to them: 'Every year, drink driving prevents millions of young people from fulfilling their dreams. Therefore, to ensure that you get home safely, make sure you choose a sober driver.