Cool Marketing Thoughts

Here’s another campaign for the GAR (Groupement pour l’action routière). Translated, GAR would be something like ‘the group for road action’. It’s a nonprofit organization that’s trying to raise awareness for the irresponsible behavior caused by speeding drivers, pointing to the results of their moronic conduct. The action is quite sophisticated, because they present a funeral wreath, an urn of ashes or a wheelchair, as if they were prizes you could win or bargain sales you could be eligible for if you drove at a certain speed and hit someone. Tough visuals. Nice work from Ogilvy.

If you were wondering why the urn starts at 129 km/h and the funeral wreath at 119km/h, it’s because the impact is so terrible at 129 km/h that a regular coffin is mostly out of the question. The ‘damage’ is too much. Think about it, the next time you’re driving.

Copy: for ‘Ashes’ : “starting from 129 km/h (80 mph)”
Copy: for ‘Wheelchair’ : “starting from 89 km/h (55 mph)”
Copy: for ‘Wreath’ : “starting from 119 km/h (74 mph)”

Client: GAR
Agency: Ogilvy Brussels
Account: A. de Terwangne
Creative Directors: Phil van Duynen, Koen Demaré
Copywriter: Koen Demaré
Art Director: Phil van Duynen
Photographer: Christophe Gilbert
Retouching: Yannick Lecoq
Media: Dailies (regional), Posters, tarpaulins at events