Rodney District Council: Rugby

Seatbelts keep people together.

Advertising Agency: Saatchi & Saatchi Auckland, New Zealand
Executive Creative Director: Mike O'Sullivan
Art Director: John Koay
Copywriter: Veronica Copestake
Retouching: Nick Smith
Photographer: Simeon Patience
Account Director: James Pohill


R. Rinaldi's picture
R. Rinaldi
686 pencils

Could have been a nice idea but ....

Olafski001's picture
1193 pencils

i don't care if this is creative or not, done before or not and whether or not the artdirection is at the highest level
it makes me feel cold and uncomfortable

this actually does make me use a seatbelt
fuck awards, these win lives.

vinaywins's picture
138 pencils

Liked it.


getconnected2001's picture
987 pencils


copywrestler's picture
51 pencils

Check this out....

From Calgary a few years back.

Little-A's picture
38 pencils

I agree with sideshow. MADD's version is much more shocking. It has "balls" and works better.

andré ™'s picture
andré ™
144 pencils

This art diretion is much better and simpler...

phoamcor's picture
1284 pencils

Great campaign. Gonna win awards.
I prefer this to the MADD one.

jcwh's picture
13 pencils

I agree!

vote4pedro's picture
4601 pencils

it doesn't really matter if you prefer this art direction. the fact that it has already done makes this unoriginal. and unoriginal work doesn't deserve awards.

ArchieLeech's picture
77 pencils

Guys, this exact same idea was done by Y&R Auckland in 2002 for Waitakere regional council.
Plus, it won a bronze lion in 2002 for the TV extension of the idea that had a family in a picture, and one of them crashes forward into the frame. The creatives were Dan Moth, Regan Grafton & Vaughn Davis. Check the annuals next time.

skinny's picture
161 pencils

I agree with moo on this. I saw it in an old annual several years back. I'll let you know when I find it in the store and dust it off.

capywriter's picture
5511 pencils

I think I've seen a campaign with same sort of insight on this site some months ago. Somebody knows what I'm referring to? (it's not the one with the lady coming out of the frame) I thought it had persons erased from the pictures... I can't remember completely, neither if it was also about wearing seatbelts...

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