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Published/Aired: 
May 2008
Description: 

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

Comments (13)

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Highest Rated

vote4pedro's picture
vote4pedro
Activity Score 4601

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.

R. Rinaldi's picture
R. Rinaldi
Activity Score 686

Could have been a nice idea but ....

Olafski001's picture
Olafski001
Activity Score 1193

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
vinaywins
Activity Score 138

Liked it.

Vinaywins
www.freewebs.com/vinaywins

getconnected2001's picture
getconnected2001
Activity Score 987

WOWesome!

copywrestler's picture
copywrestler
Activity Score 51

Check this out....

http://www.frederiksamuel.com/blog/images/MADD.jpg

From Calgary a few years back.

Little-A's picture
Little-A
Activity Score 38

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

andré ™'s picture
andré ™
Activity Score 144

This art diretion is much better and simpler...

phoamcor's picture
phoamcor
Activity Score 1284

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

jcwh's picture
jcwh
Activity Score 13

I agree!

vote4pedro's picture
vote4pedro
Activity Score 4601

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
ArchieLeech
Activity Score 82

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
skinny
Activity Score 161

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
capywriter
Activity Score 5509

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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