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Parents of Child Road Victims: Slow Down

While listening to your music in the car, people have the tendency to drive too fast. This makes the risk of accidents much higher. Happiness Brussels created an app for OVK that slows down your music when you drive too fast. This way you are reminded to slow down too, in order to avoid an accident. Download the app for free: http://www.slowdown.be

Advertising Agency: Happiness, Brussels, Belgium
Creative Director: Gregory Titeca
Creation: Carl Hansenne, Naim Baddich, Patrick Glorieux
Programming: Lucky Frames
Published: November 2010

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33 comments

Guest's picture
Guest

And why on earth should I download that app?

sirvan's picture
sirvan
29870 pencils

Exactly. It's crap.

+++

"I love some things, and don't love some other things."

Dot's picture
Dot
90 pencils

very good work from happiness. again.

but I wonder if this will be used a lot. It will win metal, that's for sure.

Jack Mancer - when he said he was going to collect pencils, they thought he meant One show awards. He didn't.

ad shark's picture
ad shark
174 pencils

GOLD!
If it really works, this should be a lion for sure.
Congratulations Happiness!!!

kalpesh78's picture
kalpesh78
2580 pencils

Don't Exaggerate ad shark. Its a very ok-ish idea. Nothing Great. Its an inspired idea. And like people said why would someone download this app.

You're fast, Distracted because the music slows down and then you'll turn off the app when you get annoyed. For a public service campaign its not hard-hitting enough.

ideas....30 minutes nahi toh free.

zouz-08's picture
zouz-08
29 pencils

If it's not a Lion i wonder what kind of idea is gonna remplace this one in Cannes.

sirvan's picture
sirvan
29870 pencils

I love how nobody thinks past the "gold! idea" to think about how practical this idea really is. …do you REALLY think that some kid is going to play his/her music through this app? If you do, then you're an idiot.

"Great Ideas" need to be both innovative (which this is) and successful (which this will not be).

As-is, this is merely a tech demo.

+++

"I love some things, and don't love some other things."

Dot's picture
Dot
90 pencils

have you read my comment above.

negative nancy.

Jack Mancer - when he said he was going to collect pencils, they thought he meant One show awards. He didn't.

sirvan's picture
sirvan
29870 pencils

Yes. Why? Was there something brilliant in your ramblings that we all missed?

+++

"I love some things, and don't love some other things."

Dot's picture
Dot
90 pencils

good work makes happy people make good work, a CD once told me.

Your work must be really really ... bad :-)

peace bro.

Jack Mancer - when he said he was going to collect pencils, they thought he meant One show awards. He didn't.

sirvan's picture
sirvan
29870 pencils

This "work" will not WORK. Period. And that's a FAIL.

It doesn't matter how innovative an idea is, if it's not designed to sell, it's not ADVERTISING. It's ART.

And this blog is called… wait for it… ADS OF THE WORLD.

You can't really be that dense, can you?

The fact that this "music slow-downer for teh teenagerz" would NEVER EVER EVER be used by the supposed target audience is a complete FAILURE. Who in the HELL would want their music piped through such a contraption? I'll tell you who: nobody.

Nobody that doesn't work for the agency, that is.

Let me guess… you did this? This is your little idea? Else, why would you be defending it so hardily? And why 9 stars? Why stop there? There's 10 to choose from.

Give me a break. You obviously have no instinct for this business, and I certainly hope you're not employed, because that would be dangerous. You and your little selfish "toys" that are designed to make YOU happy, but not SELL any of your client's products, are simply masturbation. And your client will eventually take their business elsewhere. And you, sir, will have cost people their jobs. Their livelihoods.

People like you, with your pie in the sky doe-eyed BS are a cancer.

I'll say it again because you're obviously slow: this is a good beginning of an idea… it's a good "mechanism"… but it is a terrible execution BECAUSE NOBODY WILL FUCKING USE IT.

Jeesh. Duh.

PS, that CD you've been talking to is a moron. You need better influences.

+++

"I love some things, and don't love some other things."

Dot's picture
Dot
90 pencils

hehe lol. you are so frustrated. it's so cute.

peace bro.

don't worry about my career :-)

Jack Mancer - when he said he was going to collect pencils, they thought he meant One show awards. He didn't.

sirvan's picture
sirvan
29870 pencils

Nope. Not frustrated. Just sad for you.

And "student" isn't a "career".

+++

"I love some things, and don't love some other things."

CuriousPencil's picture
CuriousPencil
4227 pencils

Ten for the tag: "Student isn't a career" Sirvan, lovely work.

And the deconstruction of an ego, also ten.

And the gentle letting down, eleventy-twelve, because you got them to go apeshit, throwing it in their own face while making them post a jittery defence of their own defecation. In a banana suit. Made from dreams of failure, stitched with oh-shit-it's-time-for-the-presentation.

Plus you used 'masturbation' without flinching.

Or lube.

Might want to have a word with that Tube8 campaign.

Dot's picture
Dot
90 pencils

Dear Sirvan,

it is clear that you are projecting all your frustration about 'what's wrong with the advertising world' on me. But i have to disappointed you, I am not a student.

I would be delighted to send you some of my work. Can you say the same? Oh let me guess, you are 'above that'. If not, please, do give me your email address so I can have my work rated by the great Sirvan.

I must admit, it must be really hard for you. realizing your own mediocrity does strange things to people. Even though you are partly correct with your comments about this work, the way you say it and the generalizations you make about for example me give away that you are not, i repeat, you are not a nice little indian. Try to be a nice little indian Sirvan. People will tip you more.

Jack Mancer - when he said he was going to collect pencils, they thought he meant One show awards. He didn't.

CuriousPencil's picture
CuriousPencil
4227 pencils

Oh Dot, dear dear tiny miniscule and ever-shrinking Dot, how miraculously lower you dig yourself with every laughably bitter syllable. I always thought I'd need a time machine to see 19th Century thinking, but you've pulled it off. Good luck with that attitude.

Dot's picture
Dot
90 pencils

thank you.

can you explain why this thinking is '19th century'. please do explain. :-)

Jack Mancer - when he said he was going to collect pencils, they thought he meant One show awards. He didn't.

CuriousPencil's picture
CuriousPencil
4227 pencils

I think it might've been your bileous racism in saying to Sirvan, which I quote here in case you go back and edit it away "Try to be a nice little indian Sirvan. People will tip you more". As to whatever else you tried, or try in future to say, I won't really be giving it much attention. You're obviously too full of spite and hatred to have any space to think or say anything worth listening to.

Guest's picture
Guest

you gave it nine stars.

CuriousPencil's picture
CuriousPencil
4227 pencils

Is a noble idea for sure. Will people admit that they tend to drive too fast though? Will they accept being told how to drive by an iPod? Hope so, but have my doubts on that score. Neat idea though.

www.labotomtometnana.com's picture
www.labotomtome...
29 pencils

It's clever but it's obvious that kid won't use it at all except one time, just to try.

Labo Tomtom & Nana

www.labotomtometnana.com

talkingisfree's picture
talkingisfree
2571 pencils

Great

Guest's picture
Guest

Nobody will use this. They'll try it, and then they'll realize how annoying it is. Useless.

A better idea would be an app that runs in the background and can simply alert you when you surpass 10 over the speed limit ("you're 10mph over the speed limit") one time. If you slow down below the 10mph limit and then speed up past it again, it'll play again. The point is to help people avoid unconsciously speeding up, rather than to annoy people who are purposely driving that fast (because those people won't download the app).

I can see it being a nuisance if you're on the highway driving a bit faster than the limit and your music won't play properly. I'd throw my phone out the window. I hope this doesn't win anything.

Sushi lover's picture
Sushi lover
905 pencils

good idea for safe driving. but I wonder how it works on both local and highway with different limitation of speed.
and I also agree with the problem of how much it will reach to the target audiences.

Dream needs to be big!

Guest's picture
Guest

i would never use this application. next.

morse's picture
morse
15659 pencils

It's a super idea, but nobody will use beyond showing it to friends and getting distracted looking at the screen. :)

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

Guest's picture
Guest

This will win. Because award shows are nothing but incestual masturbation. But this work is not made to help kids driving to hard or the advertiser. (Which we hardly know nothing about after seeing the well done case vid. ) This work is made to help the agency attract good creatives. Creatives who want and can make these kind of ideas for the agencies more let's say 'grown up' clients.

Yarp's picture
Yarp
387 pencils

Parents could make their kids download this app, but they would definitly not use it. Aside from that issue, how does this app know what the speed limits are in each area? What about construction zones or when you have to pass another vehicle? What if they're being chased by the Toecutter?

Guest's picture
Guest

gold comment

Guest's picture
Guest

Two things are obvious ; the kid would did this A. hates music and B. doesnt have a drivers licence.

Gecopy's picture
Gecopy
20 pencils

Come now people. You need to incentive kids to use it, that's all. You need to partner with someone who will give away apps or music downloads or $5 gas card or...anything for free...if you run your music through the app. Kids take the risk, play along for a while. Learn a little lesson and then move on.

mk86's picture
mk86
84 pencils

Whether or not this idea works or doesn't in the real world, it is a pretty cool idea. Perhaps it would need another ad as part of a larger campaign to tie it back to this one, or encourage people to download this app. In the real world, this may not work on its own, but nonetheless, cool concept.

PS: Sirvan is angry. Dot is racist. What a great industry we work in.

Meg

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