Donovan Bryan
Donovan Bryan
Executive Creative Director at OwenKessel Leo Burnett, Johannesburg
Johannesburg, South Africa
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TitleUnlock tragedy: red
BriefGlobally, nearly 1.25 million people die in road accidents each year. Among these heartbreaking numbers, cellphone distraction rates are alarmingly high. As an automobile club and a responsible corporate actor, ARCD (Car and Travel Club Germany) decided to raise awareness about this matter, showing that the short time you take to unlock your phone is enough for a tragedy to happen.The ad shows the tapping necessary to unlock a cellphone. Each number/image represents one step forward in time, implying that a couple of microseconds on the screen equals to several meters in the road. Although short, that time can prove fatal to anyone or anything in the way, harming any biker, pedestrian, car or pet that one might encounter
Agency
Campaign Don't unlock tragedy
Advertiser Auto- und Reiseclub Deutschland
Brand ARCD

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Date of First Broadcast/Publication Subscribers Only
Business SectorSubscribers Only
TaglineSubscribers Only
StorySubscribers Only
Media Type Print
Executive Creative Director D....an B...n Subscribers Only
Managing Director J..s E...th Subscribers Only
Art Director M....no M...i Subscribers Only
Chief Creative Officer Se.....an Ha....ck Subscribers Only
Creative Director D...an N...z Subscribers Only
Communications Director J...me C...et Subscribers Only
Copywriter B...n Ru.....nno Subscribers Only
Chief Creative Officer G...z U...r Subscribers Only
Account Manager C....na He......ler Subscribers Only
Communications Manager K...n St....er Subscribers Only
Photographer Ma.....us W....ek Subscribers Only

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