CLM BBDO, Boulogne Billancourt Follow Update

  • 52, avenue Emile Zola
  • Boulogne Billancourt 92100
  • France
  • Phone: (+33) 01 41 23 41 23
  • Fax: (+33) 01 41 23 43 70

Aviva - "Smash" - CLM BBDO

  • Smash
  • Aviva
  • Aviva
  • France
  • Road Conversations
Product CategoryInsurance
Date of First Broadcast/PublicationDecember 15, 2010
Media TypePrint
Awards ACT Responsible Tributes, 2011 () for
Stock photography Getty Images
Post Production Spark Link
Creative Director Jean-François SACCO
Creative Director Gilles Fichteberg
Art Director Victor Mutel
Copywriter Vincent Cusenier
Executive Producer Sylvie Etchemaité
Account Manager Marie-Pierre Benitah
Account Manager Jonathan Serog
Account Manager Hicham Ghazaoui
Account Manager Victory Orset
Advertising Manager Maité Parmentier
Advertising Manager David Chenu
Advertising Manager Karim Natouri


The idea of the campaign is to divert the inscriptions on the roads, replacing them withordinary, everyday conversations. A powerful creative principle which makes the driverthink that he adopts a more responsible in his vehicle.


Aviva in partnership with road safety awareness launches in the press, a campaign intended to prevent accidents due to use of mobile devices while driving.


The rapid development in recent years the mobile phone market, has promoted the useof it by car, motorbike, bicycle. An estimated 7% rate of accidents phone use while driving.