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

Name	Company	Position
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”.