Citroen's Dancing Car

Embrace Life

Credits to Sussex Safer roads Partnership bringing out this spine tingling 'seat-belt awareness advert'. Written and directed by Daniel Cox.

The aim of this short film was to deliver a powerful message on road safety but in a new way, through an unconventional form of communication which aims not to shock the viewer or scare them but rather to pull on their heart strings and communicate visually to people all over the world. The designer is addressing how a single decision in a persons day, can greatly influence their own and their loved ones lives. This short film is clearly aimed at all those who drive, ones who have people they care about and who care about them waiting at home.

Embrace Life started with a direct mail strategy, which directed recipients towards a website call www.embracethis.co.uk featuring a count down timer which caused people to start talking in anticipation of the unknown outcome of the website through Facebook and Twitter. A Poster and fliers campaign was started to draw people to the site, for the online showcase on 20th January 2010. A graffiti area in Brighton was also used to promoted the campaign at a 'street level' with the help of graffiti artist Aroe to do so. The advert has only been shown online but a campaign around the world has started in an attempt to show the film on television.

I think what makes this campaign so innovative is the simplicity in the concept. The relation made between how comfortable and safe people feel in the their cars is extremely similar if not the same as how they feel in their front rooms. Also the way it has been filmed in slow motion allows the viewer breath and absorb every second of the short film in an attempt to allow the viewer to fully grasp the message. The high performance cameras and lighting also draws the audience in for an almost cinematic experience even whilst watched on Youtube.

Write The Future

Created by Wieden + Kennedy. Portland, Oregon.

"Epic three-minute film ‘Write The Future’ which launched online via Facebook and YouTube on Friday 21 May 2010. The global TV broadcast debuted during the European Champion’s League Final on Saturday 22nd May in 32 countries. The film, written by Stuart Harkness and Freddie Powell, showcases a series of international football stars in their quest for victory and how one moment can be met with heroic achievement or defeat, sending a ripple effect across the globe."

This was created in anticipation of the World Cup. And with the client Nike being at the forefront of all sport brands, they have put out a utterly visionary advert to get people excited about the World Cup and more importantly...Nike. The audience for this advert would be anyone interested in football, or even those who just have a preferred team to win the World Cup, as Weiden + Kennedy have cleverly selected some of the most famous football players from some of the most popular teams such as England, Portugal and Brazil to catch the audiences attention.

I think what makes this so innovative is the narrative involved for each player, and how the editing keeps the viewers in suspense. Also the time and effort put into this advert is like no other, and as it has been shot as a short film rather than your everyday advert, the quality is far better.

Possibly one of the best adverts i'v seen in a while, it completely caught my attention from the get go! love it.