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Category
Non-Profit - Brands, Products & Services / Brands, Products & Services
Annual ID
PR16053M
About the Work
Brake is an established UK road safety charity that educates drivers and provides ongoing support for victim’s families. New to New Zealand, Brake required increased awareness. With a modest budget, we needed an idea that was PR-able. Something emotionally powerful enough to garner news coverage, in press, magazines, TV and social media during Road Safety Week, while communicating the ongoing loss experienced by the families of road victims. Five New Zealanders are lost on our roads every week. Their families don’t just lose a loved one - they lose a future with them. Using the science of forensic age progression, and the expertise of Weta Digital, we created lifelike CGI portraits of five road victims, as they would look today. By engaging journalists through PR, the campaign was launched through unpaid primetime TV content and captured the attention of the nation on the eve of, and during Road Safety Week.
2016 Awards
Total Points: 5
Merit
Credits
Agency
Y&R New Zealand / Wellington
Production Company
Weta Digital / Wellington
Art Director
Lisa Dupre
Chief Creative Officer
Josh Moore
Creative Director
Scott Henderson
Seymour Pope
Designer
James Wendelborn
Kate Whitley
Editor
Squid Kelly
Agency Producer
Christina Hazard
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