In February, the English town of Sussex has launched a social campaign to fight for road safety. Movie «Embrace life» / «Embrace Life" showed in slow motion, as the Pope on an imaginary car gets into an imaginary traffic accident, a daughter and a mother to save him, holding his own hands, like seat belts.
The positive message and the visual range, in contrast to conventional shocking tactics of social advertising, the movie brought the audience a strong emotional response. Less than a year on the YouTube video watched by nearly 12 million people.
Embrace Life - always wear your seat belt
For the title, "Advertisements of the Year" on YouTube have fought three campaigns: Old Spice «The Man Your Man Could Smell Like» by Wieden & Kennedy Portland; «O2 Gorillaz» by VCCP and Fosters «Good call» of Adam & Eve.
Title «YouTube Ad of the Year» has been awarded since 2007 campaigns, representing a "standard of quality, role model and a starting point for further development of the advertising industry."
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