| 标题 | Living Memories |
| 广告公司 | VMLY&R New Zealand |
| 广告战役 | Road Safety Awareness campaign |
| 广告主 | Brake |
| 品牌 | Brake |
| 首次发布日期 | 2015 / 5 |
| 行业领域 | 道路安全 |
| 剧情简介 | Any road-safety campaign that uses actual victims in its advertising is bound to be difficult for the families involved. This latest, from Y&R New Zealand, is no exception. Indeed, it's crushingly sad—even if it's also starkly beautiful. The road-safety charity Brake partnered with Y&R for the campaign, timed to National Road Safety Week in New Zealand. To get people to think about the potential cost of their decisions on the road, the agency took photographs of five crash victims, and using a forensic age-progression specialist, created incredible 3-D models of what they might look like in 2015, years after they died. |
| 哲学 | Forensic specialist Kevin Darch worked off childhood and family photos to create a current-day artistic impression of each child. Weta Digital then digitally sculpted a 3-D portrait model, with fine detail such as eyelashes, eyebrows, skin tone and texture. The portraits were then photographed for print ads.The point of the "Living Memories" project, of course, is to physically illustrate exactly what was lost—each person's entire future. It must have been terribly sad for the families to see these models, even though the case study shows them being more intrigued than freshly devastated. "Meeting the families and presenting them the portraits was a profoundly moving experience, and I hope that this campaign will touch people in a meaningful way," says Lisa Dupre, senior art director at Y&R NZ. "Road crashes have devastating consequences for families and the effects last a lifetime," adds Caroline Perry, development director at Brake. "The aim with this campaign is to look not only at lost lives, but also lost potential and lost futures. Living Memories has given these five families an opportunity to see what their child might have looked like, and demonstrates to the rest of us the lasting impact that crashes have." |
| 媒体类别 | 案例研究 |
| 长度 | |
| Development Director (Client) | Caroline Perry |
| CCO / CEO | Josh Moore |
| 创意总监 | Seymour Pope |
| 创意总监 | Scott Henderson |
| 美术指导 | Lisa Dupre |
| Head Producer | Christina Hazard |
| 客户总监 | Claire Dooney |
| 客户经理 | Chelsea Dowling |
| Senior Media Planner | Kylee Davidson-Corrin |
| 设计师 | Kate Whitley |
| 设计师 | James Wendelborn |
| Executive Digital Producer | Bruce Murray |
| Digital Producer | Pat Co |
| Head of Motion Graphics | Michael Frogley |
| National Ideas Director | Jason Wells |
| General Manager | Grant Maxwell |
| Managing Director | Wgtn Tim Ellis |
| Digital production company | Weta Digital |
| 剪辑师 | Pat O'Sullivan |
| 剪辑师 | James (Squid) Kelly |
| 摄影指导 | Will Moore |
| Forensic specialist | Kevin Darch |
| TVNZ | Briar McCormack |
| TVNZ | Joanne Mitchell |
| Researcher | Alison Horwood |
| Freelance reporter | Amanda Miller |
More Work
SEE ALLLiving Memories
- 品牌:
- Brake
- 广告公司:
- VMLY&R New Zealand
Living Memories
- 品牌:
- Brake
- 广告公司:
- VMLY&R New Zealand
Samuel
- 品牌:
- Brake
- 广告公司:
- VMLY&R New Zealand