Road Safety Authority Ireland

Creative Showcase

The Anatomy of a Split Second / Road Safety Authority Ireland

Submitted By Deirdre Mcnamara

Description

Famed Director Martin Stirling rejoins Irish creative team to produce campaign highlighting devastating consequences of
texting while driving

Irish International BBDO, Ireland’s leading communications group, has today launched a new television campaign for the Road Safety Authority Ireland (RSA Ireland). Airing on Irish TV - “The Anatomy of a Split Second” focuses on the devastating effect that one split second spent texting while driving can have on Irish roads.
Directed by the multi-award winning Martin Stirling (RSA, Save the Children), “The Anatomy of a Split Second” shows one second in time under a microscope. The TVC opens to a serene, sunny world, in an idyllic barbeque setting in a family garden, with everyday experiences captured in a split second. From flipping burgers, to playing swingball, to dropping ice-cream, the viewer is introduced to a seemingly typical snapshot of life’s simple pleasures. However as the viewers focus moves across to the road, we see two cars driving towards each other. One carries a family, in the other we see that a driver is using his mobile phone while driving to send a text message. It is clear that a collision is devastatingly imminent.
As the ad concludes, time returns to normal. The viewer sees the crash from the point of view of the mobile phone. In a jarring, emotionally shocking scene, the inane text message that caused the devastation is visibly clear. All of the serenity experienced up until this point is completely destroyed through one simple act of inattention.

Objective

To prevent Irish drivers from texting while driving

Technical Challenge

https://www.youtube.com/watch?v=b1_n7dpv_Ks

The Anatomy of a Split Second

https://vimeo.com/139190720

Client

Industry

Public Health and Safety

Agency

Irish International BBDO
http://irishinternational.ie

Media

Television

Market

Public Safety Message (PSA)

Credits

Account Executive

Ken Kerr

Agency Producer

Noel Byrne

Art Director

Clayton Homer

Creative Director

Dylan Cotter

Director

Martin Stirling

Editor

Kevin Konak

Music & Sound

Silas Hite

Producer

Miranda Johnstone

Production Company

Partizan

Writer

Dillon Elliott

Views

1132