SMS LAST WORDS

Short List
TitleSMS LAST WORDS
BrandGLOBAL ROAD SAFETY PARTNERSHIP
Product / ServiceGLOBAL ROAD SAFETY PARTNERSHIP
CategoryB06. Use of Ambient Media: Large Scale
EntrantHAVAS WORLDWIDE SHANGHAI, CHINA
Idea Creation HAVAS WORLDWIDE SHANGHAI, CHINA
Media SHINEWORKS MEDIA Shanghai, CHINA
PR HAVAS WORLDWIDE SHANGHAI, CHINA
Production SHINEWORKS Shanghai, CHINA

Credits

Name Company Position
Ben Sun HAVAS Worldwide Shanghai Chief Creative Officer
Shangyong Yang HAVAS Worldwide Shanghai Executive Creative Director
Jack Xuan HAVAS Worldwide Shanghai Creative Director
Jeff Zhang HAVAS Worldwide Shanghai Associate Creative Director
Kiddy Wang Copywriter
Vincent Jiang HAVAS Worldwide Shanghai Copywriter
Emily Liu HAVAS Worldwide Shanghai Copywriter
Sam Jiang HAVAS Worldwide Shanghai Art Director
Hanmin Ming HAVAS Worldwide Shanghai Art Director
Will yang HAVAS Worldwide Shanghai Art Director
Roc Wong HAVAS Worldwide Shanghai Art Director
Cloudy Wu HAVAS Worldwide Shanghai Art Director
Jinyu Li Shineworks Shanghai Director
Koko Huang Shineworks Shanghai Producer Director
Pingyi Fang Shineworks Shanghai Cameraman
Suqiang Zhang Shineworks Shanghai Cameraman
Zhenghua Wong Shineworks Shanghai Producer
Xuefeng Sun Shineworks Shanghai Producer
Net Zhang Shineworks Shanghai Producer
Coco Dai Shineworks Shanghai Producer
Olive Gan Shineworks Shanghai Editor

The Campaign

In every 8 minutes, someone dies from texting while driving in China. If the drivers can realize the serious consequences of this action, these tragedies can be avoided. IDEA: SMS LAST WORDS. We collected 350 cell phones from the actual people who had died from this action. They reveal the real messages that caused their deaths to warn people not to text while driving. 2015.12.2 Road Safety Day, We held an exhibition to show these actual broken mobile phone to people. It is most veritably and directly. We use these to warn people do not texting while driving.

Creative Execution

We collected 350 cell phones from the actual people who had died from this action. They reveal the real messages that caused their deaths. 2015.12.2 Road Safety Day, We held an exhibition to show these actual broken mobile phone to people. Each mobile phone hung a tag which shows the information of dead. Including name of dead, date of death, cause of death. We put these phones on patches of black walls, which look like gravestones. We show these real SMS LAST WORDS to people. We use the most actual ways to remind people the seriousness of texting while driving

This exhibition made more than 40000000 drivers promise to drive without texting. TV, newspaper, radio, blogs, social media talked about our project. This resulted in more than 200 local and foreign media coverage. After this campaign, the accidents due to texting while driving decreased by 48% in the first quarter of the year.

We collected 350 cell phones from the actual people who had died from this action. They reveal the real messages that caused their deaths to warn people not to text while driving. 2015.12.2 Road Safety Day, We held an exhibition to show these actual broken mobile phone to people. It is most veritably and directly. We use these to warn people do not texting while driving.

Insights, Strategy and the Idea

People always ignore the seriousness of texting while driving. It is normal for them to text on the road. So we use a real way to remind them. We show the real mobile phones from the victims who suffered car accidents from this action. They reveal the real messages that caused their deaths to warn people not to text while driving. It is most veritably and directly. When people see these actual broken mobile phones, they will be deeply touched by them that these SMS will become Last Words. We use these SMS LAST WORDS warn people do not texting while driving.