Title | RESPECT SAM |
Brand | SÉCURITÉ ROUTIÈRE / ROAD SAFETY |
Product/Service | ROAD SAFETY |
Category |
A12. Corporate Social Responsibility (CSR) / Corporate Image |
Entrant
|
LA CHOSE Paris, FRANCE
|
Idea Creation
|
LA CHOSE Paris, FRANCE
|
Production
|
BANDITS Paris, FRANCE
|
Credits
Pascal Grégoire |
la chose |
Chief creative officer |
Charles Flamand |
la chose |
Copywriter |
Alexandre Fort |
la chose |
Art Director |
Anthony Robert |
la chose |
Assistant Art Director |
Nicolas Buisset |
la chose |
Head of production |
Stephane Barbato |
Bandits |
Director |
José Ferreira |
Bandits |
Director Assistant |
Patricia Lucas |
Bandits |
Producer |
Anthony Gimel-Lecosse |
Bandits |
Head of production |
Muriel Léger |
Bandits |
Post Production Manager |
THE / Das Ding |
THE / Das Ding |
Music Production |
Write a short summary of what happens in the film
This film says "respect" to the youth of today that enjoys partying in all four corners of France, but yet respects road safety by using a designated SAM. A voice-over pays homage to all SAMs, heroes of the night, savers of lives, to those doing it for the first time and to those doing it for the hundredth. To he who gives up his night, he who puts others before himself, he who protects. To connect with the younger generations, this tribute is orchestrated like a music video, unlike anything done previously by Sécurité Routière.
Cultural/Context information for the jury
Drink driving is one of the leading causes of road fatality. But no one wants to be “the one who drives and doesn’t drink”. No one wants to be “SAM”, the character with the big round smiling mask that doesn’t drink at parties so he can drive his friends home safely. Because a party without alcohol is no fun, especially when you’re 20 years old. So it’s a role that’s endured rather than relished. How can we turn the situation around? How can we turn SAM into a modern-day hero? We chose to reinvent the character through this film. Here SAM is seen with a new face, that of today’s youth, a youth to which we can say “respect”.