Kirjeldus
The mission of the Estonian Road Administration is to build a safe and functioning traffic environment. Since there is a vast amount of traffic safety clips and commercials out there, we decided to be different and stand out. At the same time the task was not to show blood and aggressive behaviour but resolve the mission in a softer way. Our idea was to include one of the most famous rappers of Estonia - Reket. He received real-life statistics of Estonian road deaths and accidents as well as the main causes for these statistics and created rhymes for all clips. The outcome was refreshing and memorable and suitable to all audiences. Compared to other Road administration social clips this campaign achieved 2-3x bigger viewer ratings and hopefully less accidents on Estonian roads.
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Creative Director
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Project Lead
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Art Director
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Copywriter