| Titulo | Live kill |
| Agência | BBR Saatchi & Saatchi |
| Campanha | Live Kill |
| Anunciante | Or Yarok Association for Safe Driving |
| Marca | Or Yarok Association for Safe Driving |
| Data da primeira Transmissão/Publicação | 2017 / 1 |
| Sector Empresarial | Segurança rodoviária |
| Filosofia | Texting while driving and now even live broadcasting while driving, has become an international plague. Over 80% of accidents are caused by people using their phone while driving. Yet still, regular campaigns don’t deter youngsters. No matter how gruesome commercials about this issue are, young drivers still ignore them because they’re ads. To take this issue BBR Saatchi & Saatchi teamed with Or Yarok, the Association for Safer Driving in Israel, to launch an experience that would engrave the trauma of watching a real car crash in young drivers’ minds permanently. To do that the agency hacked YouTube’s live broadcast feature and broadcasted a 6 minute pre-filmed video of popular vloggers getting into a crash, pretending as if it were live. The hacked broadcast generated record high results with over 2,500 fans seeing it in real time. Fans sent in thousands of worried comments and “Aha-got the message” posts in response. By the next day 57,000 youngsters had watched the broadcast – a clear indication the message made an impact. |
| Tipo de Mídia | Social Media |
| Comprimento | |
| Chief Executive Officer (CEO) | Yossi Lubaton |
| Chief Creative Officer | Jonathan Lang |
| VP Creative Director | Idan Regev |
| VP Creative Director | Idan Levy |
| Social & Digital Creative Director | Idan Kligerman |
| Director criativo | Niv Herzberg |
| Director criativo | Evgeniy Utkin |
| Executivo de contas | Shirley Konka |
| VP Content & Production | Dorit Gvili |
| Production Manager | Maya Palmon |
| Creative Coordinator | Eva Hasson |
| Video Editor | Dan Deutsch |
| Studio Manager | Yaron Keinan |
| Designer gráfico | Yulia Zak |
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