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
|
Credits
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.