RESPECT SAM

ClientSÉCURITÉ ROUTIÈRE / ROAD SAFETY
Category A12. Corporate Social Responsibility (CSR) / Corporate Image
TitleRESPECT SAM
Product/ServiceROAD SAFETY
Entrant LA CHOSE Paris, FRANCE
Idea Creation LA CHOSE Paris, FRANCE
Production BANDITS Paris, FRANCE
Credits
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”.