BMW Italia - "#CoverYourPhone"

Saatchi & Saatchi

Saatchi & Saatchi Milano, Italy

2980

This ad is part of the ACT Responsible Collection

Brand: BMW Italia
Country: Italy

Advertiser: BMW

Title	#CoverYourPhone
Brief	We’ve been told a million times: using our phone while driving is dangerous.To combat an overpowering addiction, we wanted to engage people not just with a message, but with a concrete solution.With a simple idea we turned an object we use to protect our phones, into a shield to protect ourselves. Every time you are about to drive, take the protective cover off the back of your phone and use it to cover the screen. #CoverYourPhone, literally.No new technology needed, no apps or specific devices. You don’t even have to switch your phone off. Just use the cover case you already have, that almost everyone already has.A new gesture that anyone can do, a little attention that may help drivers to resist the temptation to look at the screen while driving. We know it won’t stop you from doing it, but at least it will make it a bit more difficult and less impulsive.To launch the idea we needed a voice that everyone in Italy would listen to. Not simply a media amplifier but someone credible, when it comes to both cars and safety, indistinctly respected and committed to the problem.Alex Zanardi, BMW Driver and Paralympic champion. A man who is seen as a real, life model by Italians. Someone who personally knows what getting distracted when driving can cost and who already has publicly expressed his complaint against people watching their phone while driving.Alex embraced the idea right away and agreed to stage in a video and to post it on his private social channels, where he invited his followers to do the same.The idea received the immediate support of the Italian State Police and in no time conquered the national media.As soon as Alex posted our video on his social pages (so did BMW on its officials), thousands of fans immediately shared it and many others took the idea and made their own video, spreading #CoverYourPhone gesture around the web.
Agency	Saatchi & Saatchi
Campaign	#CoverYourPhone
Advertiser	BMW
Brand	BMW Italia
Posted	January 2019
Business Sector	Cars
Story	A BMW Corporate Social Responsibility campaign finding a concrete and simple solution to a social plague: the misuse of phones while driving.We turned an object we use to protect our phones, into a shield to protect ourselves: every time you drive, #CoverYourPhone.A gesture that can be easily replicated by anyone and that deters us from watching and interacting with our phones. An idea launched with the support and sincere commitment of one of the most iconic Italian personalities, Alex Zanardi, that in no time conquered the media and spread around the web with countless user generated videos.
Media Type	Digital
Production Company	Utopia
Account Manager	Alessia Agazzi
Executive Creative Director	Luca Scotto di Carlo
Executive Creative Director	Vincenzo Gasbarro
Deputy Creative Director	Armando Viale
Copywriter	Michele Bellini
Copywriter	Davide Pasquale
Account Director	Daria Burzoni
Head Of Planning	Massimo Capucci
Executive Production Director	Federico Fornasari
Director	Vincenzo Gasbarro
Executive Producer	Francesco di Trani
Production Manager	Giovanni Lamonaca
Producer	Luigi Dalena
Post Production Supervisor	Luigia Sergio
Post Production Supervisor	Silvia Marini
Editor	Valentina Landenna
Editor	Tommaso Quartana
Special Effects / VFX	Luca Cingolani
Colorist	Orash Rahnema