Next Creative Leaders

Next Creative Leaders is a portfolio competition that identifies, celebrates, and gives a global platform to talented women and non-binary creatives who are making their mark on the world with both their work and a unique point of view on creative leadership.

2022 Next Creative Leaders Work - NCL Work

Alive or Dead

Agency Agustina Lavignasse

Client NCL 2022 | Agustina Lavignasse


NCL 2022

Annual ID


Project Type

McCann Spain

Client Name
DGT (Spanish Department for Transport)

Client URL

My Role in This Project
I was part of the creative team behind the idea and the one who came up with the insight of raising this dilemma to highlight the dead-end street consequences of a car crash. I think the key was to show how there is no better answer to this question since whatever you choose, the story would end badly. Then, a big group of different talents got together to execute and produce the campaign.

This project taught me how sometimes you must be pushy and raise your voice to be heard. It was one of my first campaigns at the agency. And when you are new and young, you might probably get eclipsed by more experienced colleagues. This made me understand that if you don’t ask, you don’t get and how important it is to demand the place you deserve to have the opportunity to be present along the process.

Project Description
In 2018, the number of deaths on Spanish roads increased by 15%. However, our society is not affected by being told that they could die behind the wheel. That’s why we raised a dilemma to show drivers that in a car crash, death is not the worst consequence.

In a car accident, who would you rather be: The one who lives or the one who dies? By the end of the year, without any change to the law, there was a 10% fall in the number of deaths.

2022 Awards

NCL Work
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