| Title | Samuel |
| Agency | VMLY&R New Zealand |
| Campaign | Road Safety Awareness campaign |
| Advertiser | Brake |
| Brand | Brake |
| Date of First Broadcast/Publication | 2015 / 5 |
| Business Sector | Road Safety |
| Story | Any road-safety campaign that uses actual victims in itsadvertising 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 theymight look like in 2015, years after they died. |
| Philosophy | 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 portraitswas 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 hasgiven 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." |
| Media Type | |
| Creative Director | Seymour Pope |
| CCO / CEO | Josh Moore |
| Development Director (Client) | Caroline Perry |
| Creative Director | Scott Henderson |
| Art Director | Lisa Dupre |
| Head Producer | Christina Hazard |
| Account Director | Claire Dooney |
| Account Manager | Chelsea Dowling |
| Senior Media Planner | Kylee Davidson-Corrin |
| Designer | Kate Whitley |
| Designer | 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 |
| Editor | Pat O'Sullivan |
| Editor | James (Squid) Kelly |
| Director of Photography (DOP) | Will Moore |
| Forensic specialist | Kevin Darch |
| TVNZ | Briar McCormack |
| TVNZ | Joanne Mitchell |
| Researcher | Alison Horwood |
| Freelance reporter | Amanda Miller |
| Digital production company | Weta Digital |
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