| Story | All these uses have one thing in common: an innocuous hand movement, a finger swipe or a thumb-press on the phone’s screen. This is something we do all day, every day. But when done behind the wheel, this is something that can kill. To raise awareness about this epidemic, we wanted to create an immediate link between cause and effect. We had the idea of representing the road on which the accident occurs by the phone itself. Thus, that small innocuous hand movement transforms itself metaphorically into an ultra-violent action: crushing a pedestrian at a crosswalk, running over a cyclist on a country road, or crashing into a family car.These three scenes aim to fulfill two clear strategic and creative objectives:- Denounce the trivialization of mobile phone use while driving by portraying its consequences in an extremely graphic manner.- Plainly and visibly highlight the various victims of in-car mobile phone use.Each scene is composed in a similar way: we find ourselves inside the cabin of a car, where we see the driver use his cellphone. But instead of a normal phone, the device actually portrays the accident caused by its user and the resulting tragic impact it has on the victim. |
