Pascal Grégoire
Président Fondateur / Directeur de la création at la chose, Paris
Paris, 法国
标题#RespectSam (en)
BriefWe chose to reinvent the character through this film. Here SAM is seen with a new face, that of today’s youth, a youth to which we can say “respect”. Respect to you who saves, you who protects, you who puts other before yourself, you who are doing it for the first time, and you who are doing it for the hundredth. This year, and for the first time in 12 years of existence, SAM finally unveils himself. It’s a pivotal point in his history. Sam finally reveals his real face: the face of an enthusiastic and vibrant youth, that enjoys partying in all four corners of France. But also a youth that remains vigilant and responsible in regards to the risks of drink-driving. The faces chosen to represent the youth of today are unvarnished, authentic, filmed in real-world settings, often close to their homes or in places they’re familiar with and like to congregate in. Some of them are actually SAMs in real-life, not just on screen. This is what gives the film its soul and makes it so moving.
广告战役 #RespectSam
广告主 Direction de la Sécurité et de la Circulation Routières
品牌 Sécurité routière
Posted1月 2019
行业领域 道路安全
剧情简介 Drink driving is one of the leading causes of road fatality. But no one wants to be “the one who drives and doesn’t drink”. No one wants to be “SAM”, the character with the big round smiling mask that doesn’t drink at parties so he can drive his friends home safely. So it’s a role that’s endured rather than relished. How can we turn the situation around? How can we turn SAM into a modern-day hero?
媒体类别 影视
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