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2022 Next Creative Leaders Work - NCL Work

Top Holiday Destinations

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
We were a team of two female copywriters behind this project, along with the CCO, who was also a woman. Together with my partner Ana Martín came up with the idea and concept. Then, we were in charge of writing all the campaign’s content: from the 30” TVCs to the longer format episodes displayed online.

Besides the episodes about each destination, we developed short video capsules showcasing all the “amenities” these destinations have. So, that was a lot of writing.

One of the most challenging tasks along the process was to hit the nail on the head with the doses of irony. Talking about having to spend a long season in prison or visiting the cemetery as a consequence of a fatal car accident are sensitive topics. But at the same time, this is also the harsh reality of not driving safely. So, we spent many hours working on powerful scripts that later generated the desired impact on the audience and the media.

Project Description
Spring Break is the time of the year with more road trips in Spain. Therefore, also is the time with more car accidents. In 2019, the Spanish Department for Transport wanted to raise awareness of the grave consequences of not driving safely by using a very straightforward tone, as harsh as the outcome of a car accident.

So, right before the holidays, we launched a traveling TV show with a factual format. On it, we showcased places you’d never thought to visit on vacation but; that can become your next destination if you don’t drive safely. Brought to life by the Spanish travel journalist Luis Calero, we invited people to join him to discover all the unexpected places on the list.

The year the campaign was aired resulted in an all-time low in the number of road fatalities.

2022 Awards

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