Silver Spike

Case Film

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Product / ServiceBUICK
CategoryA11. Casting
EntrantLOWE CHINA Shanghai, CHINA
Entrant Company LOWE CHINA Shanghai, CHINA
Advertising Agency LOWE CHINA Shanghai, CHINA
Production Company A NEW LIFE FILMS Shanghai, CHINA
Production Company 2 LOCUS Seoul, SOUTH KOREA


Name Company Position
Norman Tan Lowe China Chief Creative Officer
Qiang Zeng Lowe China Senior Creative Director
Cherry Wang Lowe China Senior Copywriter
Willow Yang Lowe China Senior Copywriter
Kidd Zhang Lowe China Creative Group Head
Hans Han Lowe China Creative Group Head
Zhenjiang Chen Lowe China Senior Art Director
Connie Chua Lowe China Head Of Production
Sue Lu Lowe China Senior Account Manager
Kitty Lun Lowe China Chairman/Ceo
Jeremy Chia Lowe Bangkok English Copywriter
Jiyoun Lee Locus Producer
Eun Taek Cha Africa Pictures Director
Jung Ho Leem Africa Pictures Cinematographer
Sang Hoon Jung Locus On/Line Editor
Mary Bae Locus Production House Producer
Dae Sun Kim Locus Off/Line Editor
Peter Millward Drum Music Composer
Shan Wang A New Life Films Production House Producer
Nelson Cho A New Life Films Executive Producer

Brief Explanation

As part of the Buick Road Safety program, this television commercial features real traffic accident victims who kindly agreed to participate in this meaningful project to warn pedestrians and motorists not to avoid the same disasters. Trying to be calm and hide their emotion, the victims' amputated bodies, or the family of the deceased, say it all as they pose as human traffic signs. They quietly carry the important warnings at these accident-proned locations. The human traffic signs are s a stark reminder for the many pedestrians and motorists that signs are there for a reason. Buick wants to remind them that they should obey the rules because it is a matter of life or death.

Creative Execution

All episodes in the film are genuine experience of the victims in the actual traffic accidents. In China, there are countless traffic accidents victims. However, only a few are willing to revisit their experience in public. The search took the agency over three months: through China's transport ministry, NGOs like China's physically handicapped association, handicapped and sports association, etc. From several hundred, we shortlisted 100 candidates. We traveled to all corners of the country to interview the victims and their families to understand their stories and what they went through. Almost all victims were moved by our effort and about half of them were willing to come out and tell their stories. Finally, we selected ten victims, based on the types of accidents and injuries, to be included in the final film.