#CRASHTAG - HOW FRIENDS SAVE FRIENDS FROM DEADLY ACCIDENTS

Title#CRASHTAG - HOW FRIENDS SAVE FRIENDS FROM DEADLY ACCIDENTS
BrandDEUTSCHE VERKEHRSWACHT E.V.
Product/ServiceROAD 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
Name Company Position
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.