Title	TAKE TIME, NOT A LIFE
Brand	ESTONIAN ROAD ADMINISTRATION
Product/Service	ROAD SAFETY
Category	B07. Not-for-profit / Charity / Governemt
Entrant	OPTIMIST GROUP Tallinn, ESTONIA
Idea Creation	OPTIMIST GROUP Tallinn, ESTONIA
Idea Creation 2	OPTIMIST GROUP Tallinn, ESTONIA
Production	GET SHOT FILMS Tallinn, ESTONIA

Name	Company	Position
Anti Jürgenstein	Optimist	Creative Director
Viktoria Pärn	Optimist	Account Manager
Agnus Laane	Optimist	Art Director
Marta Pulk	Get Shot Films	Director
Heli Jürisson	Get Shot Films	Producer

Write a short summary of what happens in the film

We decided to be brutally honest and show the real, tragic and untempered consequences of speeding. Real stories, real people, real emotions. It was incredibly challenging, but we were able to find and talk with the family members of those who were victims of speeding and they agreed to share their stories about they’re loved ones in hopes that doing so could potentially save someone’s life. There was no script, no retakes, no staged emotions.

Cultural / Context information for the jury

There are only 1.3 million people in Estonia. Last year, 26 people lost their lives on the Estonian roads due to speeding. Campaigns propagating to respect the speed limit have been running in Estonia for years, but the topic is still relevant. Staged, overdramatized, overly shocking ads simply do not work as they used to. It is nothing we haven't seen before. But life itself can often be more tragic than any made up story. The media budget for online film was 0€. The film got 250 000 organic views on social media. That’s almost 20% of the entire population of Estonia.