|We asked creative leaders from across the region choose the work they expect (or hope) to see winning at Cannes Lions this year. See all this year's Cannes contenders.|
Contender: Belted Survivors
Agency: Clemenger BBDO Wellington
Client: NZ Transport Agency
Luciana Cani, ECD, Saatchi & Saatchi Tokyo
Changing behavior is a difficult challenge. This campaign can really make people change an attitude proving that a seatbelt is worth using. The showcased stories and the level of craft are really impressive.
Tony Clewett, chief creative officer, FCB New Zealand:
Refreshing to see a series of powerful and raw images like these. Once seen, they can’t be unseen. And the fact they’re all actual survivors, with real back stories, means the target audience will find it pretty hard to ignore. I think the judges will have a lively little yarn about these—and it’ll be a good one at that.
David Ponce de Leon, executive creative director, Ogilvy Australia:
This series of emotive portraits featuring real Kiwi lads who survived crashes thanks to wearing their seatbelts, shocked me at first but also made me see how eerily beautiful and powerful a great idea can be. The fact it quickly spread via national and international press, and was shared hundreds of thousands of times gives me the feeling this little kiwi gem will get recognized at the biggest show on earth.