TOP HOLIDAY

ClientDGT (NATIONAL DEPARTMENT OF TRAFFIC)
Category A01. Fiction & Non-Fiction Films up to 5 minutes
TitleTOP HOLIDAY
Product/ServiceDGT (NATIONAL DEPARTMENT OF TRAFFIC)
Entrant McCANN SPAIN Madrid, SPAIN
Idea Creation McCANN SPAIN Madrid, SPAIN
Production LA JOYA PRODUCCIONES Madrid, SPAIN
Credits
Name Company Position
Mónica Moro McCann Chief Creative Officer
Raquel Martínez, Jon Lavín . McCann Executive Creative Directors
Mónica Moro, Agustina Lavignasse, Ana Martín . McCann Copywriters
Gabriel Silva McCann Art Director
Carlos Navarro, Antonio De Dios . McCann Digital Creative Directors
Álex Sánchez McCann Head of Social
Marta Torrecillas, Elías López, Mabel Esteban . McCann Account Team
Paloma Adrien, Rocio Fernandez-Barros . Craft WW Agency Producers
Santiago Zannou, Toño Mayor . La Joya Film Directors
Sara Hernández La Joya Executive Producer
Guillermo Arce La Joya Production Manager
Esther Cardenal La Joya Post Production Manager

Why is this work relevant for Entertainment?

In Spain millions of car journeys take place over the holiday period and this is when most traffic accidents happen. Most people only think about getting to their holiday destination, not about ending up in a place that they never thought about visiting. That's why we recreated a holiday programme for an awareness campaign that was broadcast a week before the holidays.

Background

• Objectives: Marketing Aims: Noticeably reduce the number of accidents and deaths at Easter. To continue the downward trend. Get people to change: ”The way they drive. Obey the rules” Communication Aims: Raise awareness about the importance of obeying the highway code, mainly speed and distractions which are the main causes of accidents: Leaving the road, head on collisions and hit and runs. Continue with blunt messages Media impact Implicate the public Capacity to surprise again How: • By impacting and shocking people again. • Directly appealing to each of us: “You could be one of them” • Make the figures known directly, with the intensity and seriousness that the problem requires. Make people think: ”What a tough but real message from the DGT!”

Describe the creative idea

"Top holiday spots" tries to surprise the viewer with a tone and format that is completely different, similar to what is used in some travel programmes. The destinations of these holidays could be unexpected. The campaign is set out as a platform for content on a website with 18 pieces in an episode style of these unusual holiday destinations. The idea is to get viewers to reflect with a provocative headline: "there are some places you never thought you'd go, and you could go there over this holiday. Are you coming? And we're not exactly referring to the beach.

Describe the strategy

Appeal directly to people: Make them see in the most impactful way that they could be one of the victims of traffic statistics at Easter. When you are going to go on a journey you think you are going to have a good time, rest, visit places , etc, but dying surely isn’t part of your plans, however it’s possible if you don’t obey the rules. Reveal something that is obvious that we never think about: When it comes to a trip, we think about everything that we’re going to do, what we’re going to visit and enjoy, but we never think that we could die. Anticipating the number of deaths and injuries so that they work as an alert, giving people a nudge with the aim of reducing them.

Describe the execution

The aim was to reach the maximum number of people, to make an impact and not to leave anyone indifferent. The way: with a very current, widespread code, episodes on online platforms (Netflix,HBO, etc). The Key: grab the attention of the biggest number of people with a code and an apparently friendly media, that we will use to our advantage to communicate our powerful message and the terrible data. • Timeline: Taking advantage of the media buzz that the DGT press conferences cause, which traditionally take place before Easter to present the operation that will take

Describe the outcome

Most importantly the number of deaths has fallen by 13% in respect to the same period last year, with an increase of 3.3% in traffic and what’s more with bad weather.