“We are a country full of life, as to lose it on the road”.
That is the positive message that launches the new campaign of the General Directorate of Traffic (DGT)designed by the creative agency Ogilvywhich has recovered the account after being the winner of the advertising contest convened by the entity last September. With “living live” the organism goes beyond the awareness of Holy Week, and is positioned as a safety guarantor.
The brand explains that “driving well is not just complying with the rules, it is taking care of what we love”
This makes it turn to the tone of communication that used to work so far. He moves away from his usual rawness when portraying irresponsibility at the wheel, and bets on An emotional and human approach To create An optimistic song to Life in its broadest sense. The campaign puts the focus on “Odo that makes living here special -abrazar, laugh, share, celebrate- is what we want to continue doing. And for that, you have to arrive”, Explain from the agency in a statement.
So. The DGT resorts to the Pegasus system, with which it controls the roads for more than a decade. The point of view of the narration starts from one of the pilots of their helicopters, and shows different scenarios and situations -a school patio, a family meal, a wedding -, to resignify the role of the vigiality. “Watch? Sanction?. No, we are in this helicopter to protect what matters most”, Indicates the spot, which has production of August and postproduction of Hogarth.
“DGT has always talked about death, but its main objective is to protect life“, explain Alba López and Antonio Pelufo, Senior Creatives of Ogilvy.”‘Long live living’ is a particularly powerful concept when it is an organism like the DGT who takes it by flag and opens a new communication path that allows to value everything we should never lose on the road”
In addition to spot, the campaign includes executions of outdoor advertising. With the graphs also explores the special moments that people can lose by behaving recklessly on roads. The daily scenes are accompanied by the campaign title and the phrase: “Road safety, a country project ”, with what the DGT reinforces its function in society.
This new campaign follows a media planning of Mediasapiens, and has already been activated in television, radio, exterior advertising and official social networks of the agency. It is a strategy to maximize scope During Holy Week that more accidents concentrate.
“Long live living” continues The wake of a more optimistic communication, Like the one that could be seen in his last Christmas announcement, entitled “Driving is living” and developed by Accenture Song, an agency that has managed the brand creativity strategy since the late 2022.
It moves away from others such as “we are going to tell lies” or “living with guilt”, with tones more focused on fear and concern, and more shocking creatives.
