North Asia Chief Creative Officer & China Chairman at J. Walter Thompson Shanghai

Shanghai, China

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Buick - "Human Traffic Sign"

Mediahub

Mediahub Shanghai, China

Awards

17630

This ad is part of the ACT Responsible Collection

Brand: Buick
Country: China

Advertiser: General Motors Corp.

Title	Human Traffic Sign
Agency	Mediahub
Campaign	Human Traffic Sign
Advertiser	General Motors Corp.
Brand	Buick
Posted	June 2014
Business Sector	Automotive
Story	As part of the Road Safety program, this television commercial features real traffic accident victims who kindly agreed to participate in this meaningful project to warn pedestrians and motorists not to avoid the same disasters. Trying to be calm and hide their emotion, the victims' amputated bodies, or the family of the deceased, say it all as they pose as human traffic signs. They quietly carry the important warnings at these accident-proned locations. The human traffic signs are s a stark reminder for the many pedestrians and motorists that signs are there for a reason. We wants to remind them that they should obey the rules because it is a matter of life or death.
Philosophy	To kick off World Traffic Safety Day, we invited 9 victims of traffic accidents to pose as human traffic signs in accident prone areas during peak hour traffic. This served as a stark reminder for the many pedestrians and motorists who saw it to stay alert.
Problem	All episodes in the film are genuine experience of the victims in the actual traffic accidents. In China, there are countless traffic accidents victims. However, only a few are willing to revisit their experience in public. The search took the agency over three months: through China's transport ministry, NGOs like China's physically handicapped association, handicapped and sports association, etc. From several hundred, we shortlisted 100 candidates. We traveled to all corners of the country to interview the victims and their families to understand their stories and what they went through. Almost all victims were moved by our effort and about half of them were willing to come out and tell their stories. Finally, we selected ten victims, based on the types of accidents and injuries, to be included in the final film.
Media Type	Television & Cinema
Length	91 seconds
Production Company	A NEW LIFE FILMS
Production Company	Locus Seoul
Chief Creative Officer	Qiang Zeng
Associate Creative Director	Kidd Zhang
Creative Director	Norman Tan
Creative Director	Qiang Zeng
Copywriter	Qian Wang
Copywriter	Willow Yang
Art Director	Kidd Zhang
Art Director	Hans Han
Art Director	Zhenjiang Chen
Agency Producer	Connie Chua
Photographer	Yang Tan
Production Company	A NEW LIFE FILMS
Production Company	Locus Seoul
Director	Eun Taek Cha
Post Production	Nelson Cho
Post Production	Shan Wang
Music Company / Composer	Peter Millward