Wednesday, December 7, 2011

Social ads: Pedestrian ghost

Creative Director: Vladislava Denis
Art Director: Denys Savchenko
Copywriter: Anna Geraskina
Producer: Natalya Pavlova

Operator: Stas Bespolit
Announcer: Jon Poser

Executive Producer: Alexander Cherniavsky
Producer: Boris Kirichek
Model maker: Valeriy Pritihenko

Kiev Postproduction
General Producer: Sergey Kolesnik
Producer: Vladimir Piven
Sound Producer: Vladimir Chikish
Music Composer: Anton Denisov
Sound Mixer: Sergey Parigin
Designer: Artyom Ryabokon

Digital support:
Alexander Mozhaev
Yuriy Shyshkovsky
Sergey Taranenko

Brand manager: Alla Antonyuk

Thanks to: Volodymyr Voyt, Beastie Boys

During the Halloween team JWT and Shell held a rally, which was designed in an unusual way to draw the attention of drivers to comply with normal traffic (speeding and pedestrian safety), as well as to make think about the consequences.

We've created a mechanism Pedestrian Ghost, who one night found a hatch straight road at a crosswalk (Boulevard Lepse, Kiev). The mechanism was connected to the radar and operates at excessive speed approaching vehicle. Discouraged at the sight of the driver takes to the sky is not the pedestrian, not the ghost could do nothing except slow down and rethink their behavior on the road.

The next day, the Internet emerged a controversial video footage, which took off in an unknown driver avtoregistrator:

During the first three weeks of the video broke all performance views, widely spread among the Internet, it drank all the Forums in Ukraine (and later Russia, Kazakhstan and other CIS countries), profile avtogruppy in social networks. It also appeared on many sites that discuss rules SDA. Videos triggered a powerful wave of discussions of the issue of road safety that has not yet been able to do even openly provocative video-clip, and it became a "video of the week."
- Total video that was attended by over 200 000 hits (70 000 - only YouTube).
- The real coverage - two million users.
- Attracted more than 500 commentators, causing heated discussion about speeding driver and pedestrian safety.
- Unpredictable amount of feedback, approx. 80% of which as a result of reduced to the solution of our problem: can not exceed the speed limit, you must be careful on the roads, especially at night and, of course, slow down before pedestrian crossings, so as not to send to heaven someone's soul.

It would be worthwhile to note that the CIS in the highest percentage of deaths among pedestrians: they accounted for 37% of all road fatalities. But the highest rates in the region in this category at this in Ukraine - 56%. And then in Kiev, the most common types are avtoproisshestvy assaults on pedestrians and vehicle collisions.

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