The use of smartphones while driving has become a leading cause of road fatalities. OgilvyOne Beijing helped Volkswagen inform young drivers in a way they wouldn't soon forget. Once the house lights went down in a Hong Kong cinema, viewers were shown a short trailer from the point of view of car driver. After 15 seconds, as the audience began to wonder what they were watching, a location-based message was sent from the projector room to the phones within the theatre. As most patrons checked their phones, they were shocked by a frightful sound. The car had crashed. The stunt created the sensation of the audience receiving a text message while driving, averting their attention immediately before impact. The crash was followed by a hard-hitting fact on screen.
Are you credited on this winning entry?
If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.