I still drive, but I don’t walk
Zavod VOZIM, Institute for Innovative Safe Driving Education
Issue 27 | June 2013
Agency
Bruketa&Zinic OM
Creative Team
Creative Director Ivan Cadez Copywriters Drago Mlakar Drazen Novak Designers Vesna Horvat Stipe Perkovic Branka Lovric
Other Credits
Account Director Vanja Osredecki Account Assistant Nina Nonkovic Strategic Planner Ivan Tanic
Date
April 2013
Background
The Slovenian car accident victims’ association VOZIM had been running a campaign to inform young people about the dangers of reckless driving. They wanted to use the campaign platform to reach out to business leaders to secure additional funding for their work.
Idea
CEO’s and senior managers were mailed a transparent plastic box containing a model of a car.
The message was, help us help teenagers tell the true stories of what happens in a car accident. It was communicated through a story written on the four sides of the box. As the recipient followed the story, he had to turn the box, thus spinning the car over and over, as a real car would roll in an accident.
Results
The campaign received much press coverage and a number of donations were made but the final results have not been reconciled as yet
Our Thoughts
In essence, recipients were re-enacting the crash they were reading about as they actually read about it. What a great demo of what can happen only too easily when you drink and drive. And what a great demo of the power of mail to turn a reader into a participant and to transform the morning post into an experience.