Composer / Producer / Radio / Music Supervisor / Founder / Creative Director at Raygun, Brussels // MUSIC SOUND RADIO

Brussels, Belgio

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OVK - "Behind The Numbers"

Happiness Brussels, an FCB Alliance

Happiness Brussels, an FCB Alliance Bruxelles, Belgio

Premi

11286

Questo spot fa parte della collezione ACT Responsible

Marca: OVK
Paese: Belgio

Cliente: OVK / PEVR (Parents of Child Road Victims)

Titolo	Behind The Numbers
Agenzia	Happiness Brussels, an FCB Alliance
Campagna	Behind the numbers
Cliente	OVK / PEVR (Parents of Child Road Victims)
Marca	OVK
Data di Prima Diffusione/Publicazione	2018 / 1
Settore	Road Safety
Trama	When you hear this, somebody just died in a traffic accident. Number 66 since January. Number 66 in the statistics. But most of all: a real person... and always somebody’s child. Please, drive carefully. 66 are 66 too many. A message from parents of road victims. Like me.
Filosofia	‘Behind the numbers’. A year-long radio campaign you’d rather not hear. Because every time it airs somebody just died in traffic. In real-time. One adapted and unique radio spot for each road victim. Minutes after it happened. Since early January, till end of the year. Every day again, unfortunately. Every time somebody dies in traffic. Making every victim, every number in the statistics, more tangible. To illustrate the scale of the problem to everybody listening to the radio, mostly while driving. By doing so, the organization ‘Parents of Road Victims’ wants to turn each lost life into a reason to drive more carefully. Each unique spot was recorded by real parents of road victims.
Problema	In Belgium, In 2017, 640 people lost their lives in a road accident. That’s a decrease of 13% compared to 2016. Good news. At least, for the statistics that is. Because for the 640 parents, friends and other relatives of each one of the victims, it’s pure tragedy Brief: How can we illustrate the fact that 640 dead people dying on the road is still way too much in a country as small as Belgium. How can we get beyond the statistics? How can we turn each road victim, each lost child, into a reason to drive more carefully.
Risultato	The campaign started early January and will last till end of this year. The big advantage of this campaign is that it’s not one of those one-off sensibilisation campaigns. This a long term plan to turn each victim into a radiospot urging you to drive more carefully. This radio campaign will have as many spots and as many appearances as there will be people dying in traffic. Turning each victim into talk value and a reason share. Every time again. The combined results will only be clear by the end of this year.
Tipo di Media	Radio
Lunghezza	127 seconds
Managing Director	Koen Van Wonterghem
Regionale Coordinator	Ellen Ruys
Regionale Coordinator	Alexia Creton
Direttore della fotografia	Sumi arcos Mina
Account Manager	Tine Van Hasselt
Executive Creative officer	Karen Corrigan
Strategic Director	Karen Corrigan
Chief Creative Officer	Geoffrey Hantson
Creative Director	Philippe Fass
Creative Director	Mateusz Mroszczak
Concept Provider / Copywriter	Roxane Schneider
Concept Provider / Copywriter	Pieter Claeys
Senior Creative Coach	Katrien Bottez
Group Account Director	Hans Smets
Head of Motion	Remke Faber
Motion Designer	Karlien Huygels
Direttore della fotografia	Lisa Gadeyne
Junior Account Executive	Gaelle Maes
Radio Production	Raygun
Radio Director	Peter Baert
Production	Jérôme Gijsen
Production	Toon Jansegers
Production	Liesbeth Demolder