Wanda Create Campaign To Tackle Drunk Driving

As we all know drunk driving must stop. To spread this well-known message the “Victimes et Citoyens” organization and it’s ad agency la chose have launched “the same old song” campaign. The campaigns main goal is to help diminish the number of deaths due to drunk driving ( -12.8 % in 2013).

Created in 2001 by drunk driving victims and survivors, “Victims et Citoyen contre l’insécurité routiere” organization has 2 main watchwords to prevent and help car accident victims and their families.

The film ventures from traditional films that promote the same message, using music as its background. With a vinyl as a medium, a hand replays a tragic night out: too much alcohol, a young person drunk driving and then the inevitable car crash. As underlined by Julien Thibault the organizations vice-president: “Accidents never happen by mere coincidence. For a better future we need to change our behaviour on the roads. Fight for your life.”

The film was produced by Wanda and directed by Cyrille de Vignemont who is also a contemporary artist. The soundtrack was composed by THE.

In order to reach journalists bloggers and opinion leaders, the independent ad agency la chose released three hundred 12” vinyl’s with the films soundtrack. On the cover, an enigmatic illustration signed by Ekler’o’shock (Data, Marie Madeleine…) This enigmatic cover will make believe that the vinyl is the labels latest release, When in fact it reveals the films soundtrack. Engraved on the vinyl is 'www.lamemechanson.org', inviting them to discover the film.

"It’s always the same old song when we come to this topic. Instead of shocking the concerned audience our wish was to deliver an adapted message which would be shared and understood. For people to change their behaviour" Said Pascal Grégoire, founder of la chose.

To create an interaction with the targeted audience a campaign on Instagram partnered with the music platform Spotify has been set up. Before a night out, hide your car key and organise a safe way back home (taxi or public transportation). Then take a picture of your well-hidden car key and post it on Instagram with the following hash tag #HiddenKeys and legend your picture with the mean of transportation you’ll use to come home. Julien Thibault “ By foreseeing your way back you’ll increase your chances of getting home safe and sound.” Every week the 2 best creative hiding places will win a free spotify subscription.