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.