#CRASHTAG - HOW FRIENDS SAVE FRIENDS FROM DEADLY ACCIDENTS
Title | #CRASHTAG - HOW FRIENDS SAVE FRIENDS FROM DEADLY ACCIDENTS |
Brand | DEUTSCHE VERKEHRSWACHT E.V. |
Product/Service | ROAD SAFETY |
Category |
D08. Transit |
Entrant
|
JUNG VON MATT Hamburg, GERMANY
|
Idea Creation
|
JUNG VON MATT Hamburg, GERMANY
|
Production
|
JUNG VON MATT Hamburg, GERMANY
|
Additional Company
|
DEUTSCHE VERKEHRSWACHT E.V. Berlin, GERMANY
|
Credits
Till Eckel |
Jung von Matt AG |
Executive Creative Director |
Florian Schwalme |
Jung von Matt AG |
Creative Director |
Frances Rohde |
Jung von Matt AG |
Creative Director |
Johannes Hicks |
Jung von Matt AG |
Creative Director |
Ole Nagatis |
Jung von Matt AG |
Senior Concept Creative |
Sarah Dornieden |
Jung von Matt AG |
Senior Art Director / Digital |
Nils Frankenbach |
Jung von Matt AG |
Art Director / Digital |
Mandy Veloso |
Jung von Matt AG |
Art Director |
Laura Hess |
Jung von Matt AG |
Junior Art Diretor |
Nina-Pascale Hinkelmann |
Jung von Matt AG |
Senior Project Manager |
Praxilla Hanke |
Jung von Matt AG |
Junior Project Manager |
Sven Schrader |
Freelancer |
Photographer |
Matthias Henke |
Freelancer |
Camera Assistant |
Ali Naddafi |
Jung von Matt AG |
Videographer |
Laura Imkamp |
Jung von Matt AG |
Videographer |
Martin Schlösser |
Jung von Matt AG |
Assistent Videographer |
Write a short summary of what happens in the digital or ambient execution or campaign.
The case film demonstrates how a powerful symbol, the ever-present memorial cross, seen all too often on roadsides all over Germany, was re-fashioned for the Instagram generation into a sharable and personalizable memorial hashtag - the Crashtag. It shows, how it was made visible on city streets, country roads, Street View and on Instagram.
Cultural / Context information for the jury
Fatal accidents mostly happen as a result of being distracted while driving. In Germany, 80% of young drivers still use their smartphones at the wheel. Young people still underestimate the high risk they are taking. Current traffic education and information campaigns keep failing to give young drivers a true wake-up call. Persons of authority don’t have enough influence to change their behavior. They don’t know how to speak to them. This is why the Crashtag initiative successfully involved the most powerful influence for young people: other young people – all by using a simple, yet striking symbol.