Brake - "Living Memories"

VMLY&R New Zealand

VMLY&R New Zealand Auckland, Nova Zelândia

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7380

Esse anúncio faz parte da Coleção ACT Responsible

Marca: Brake
País: Nova Zelândia

Anunciante: Brake

Titulo	Living Memories
Agência	VMLY&R New Zealand
Campanha	Road Safety Awareness campaign
Anunciante	Brake
Marca	Brake
Data da primeira Transmissão/Publicação	2015 / 5
Sector Empresarial	Segurança rodoviária
História	Any road-safety campaign that uses actual victims in itsadvertising is bound to be difficult for the families involved. This latest,from Y&R New Zealand, is no exception. Indeed, it's crushingly sad—even ifit's also starkly beautiful. The road-safety charity Brakepartnered with Y&R for the campaign, timed to National Road Safety Week inNew Zealand. To get people to think about the potential cost of their decisionson the road, the agency took photographs of five crash victims, and using aforensic age-progression specialist, created incredible 3-D models of what theymight look like in 2015, years after they died.
Filosofia	Forensic specialist Kevin Darch worked off childhood and family photos to createa current-day artistic impression of each child. Weta Digital then digitallysculpted a 3-D portrait model, with fine detail such as eyelashes, eyebrows,skin tone and texture. The portraits were then photographed for print ads.The point of the "Living Memories"project, of course, is to physically illustrate exactly what was lost—eachperson's entire future. It must have been terribly sad for the families to seethese models, even though the case study shows them being more intrigued thanfreshly devastated. "Meeting the families and presenting them the portraitswas a profoundly moving experience, and I hope that this campaign will touchpeople in a meaningful way," says Lisa Dupre, senior art director at Y&RNZ. "Road crashes have devastatingconsequences for families and the effects last a lifetime," adds Caroline Perry,development director at Brake. "The aim with this campaign is to look not onlyat lost lives, but also lost potential and lost futures. Living Memories hasgiven these five families an opportunity to see what their child might havelooked like, and demonstrates to the rest of us the lasting impact that crasheshave."
Tipo de Mídia	Imprensa e publicações
Director criativo	Seymour Pope
CCO / CEO	Josh Moore
Development Director (Client)	Caroline Perry
Director criativo	Scott Henderson
Director de arte	Lisa Dupre
Head Producer	Christina Hazard
Director de contas	Claire Dooney
Account Manager	Chelsea Dowling
Senior Media Planner	Kylee Davidson-Corrin
Designer	Kate Whitley
Designer	James Wendelborn
Executive Digital Producer	Bruce Murray
Digital Producer	Pat Co
Head of Motion Graphics	Michael Frogley
National Ideas Director	Jason Wells
General Manager	Grant Maxwell
Managing Diretor	Wgtn Tim Ellis
Editor	Pat O'Sullivan
Editor	James (Squid) Kelly
Director de fotografia	Will Moore
Forensic specialist	Kevin Darch
TVNZ	Briar McCormack
TVNZ	Joanne Mitchell
Researcher	Alison Horwood
Freelance reporter	Amanda Miller
Digital production company	Weta Digital