ARCD - "Unlock tragedy: bike"

McCann-Erickson Frankfurt

McCann-Erickson Frankfurt Frankfurt am Main, Germany

1756

Title	Unlock tragedy: bike
Agency	McCann-Erickson Frankfurt
Campaign	Don't unlock tragedy
Advertiser	Auto- und Reiseclub Deutschland
Brand	ARCD
Date of First Broadcast/Publication	2021 / 4
Business Sector	Transport, Travel and Tourism
Tagline	Accessing your phone can take up to two seconds. Don't unlock and drive.
Story	Globally, nearly 1.25 million people die in road accidents each year. Among these heartbreaking numbers, cellphone distraction rates are alarmingly high. As an automobile club and a responsible corporate actor, ARCD (Car and Travel Club Germany) decided to raise awareness about this matter, showing that the short time you take to unlock your phone is enough for a tragedy to happen. To bring this idea to life, we used a real smartphone layout, where each number/image represents one step forward in time, implying that a couple of microseconds on the screen equals to several meters in the road. Although short, that time can prove fatal to anyone or anything in the way.
Media Type	Social Media
Length	10 seconds
Executive Creative Director	Donovan Bryan
Managing Director	Jens Eberth
Art Director	Martino Monti
Chief Creative Officer	Sebastian Hardieck
Creative Director	Damian Nunez
Communications Director	Jerome Cholet
Copywriter	Belen Russomanno
Chief Creative Officer	Goetz Ulmer
Account Manager	Corinna Heinmoeller
Communications Manager	Karin Stelzner
Photographer	Matthaeus Walotek