Agency: Lg2
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Client: SAAQ
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Release date:

The new awareness campaign of the Société de l’assurance automobile du Québec (SAAQ) encourages people to stop before it is too late. Conceived by ad agency Lg2, the campaign entitled “Stop before fatigue stops you” aims to warn all Québec drivers against the dangers and consequences of driving while tired.

The commercial called “Fatigue” uses concrete and powerful images to show the consequences of tiredness at the wheel. Being tired while driving affects concentration, judgment and reflexes, which direcly impacts your ability to drive.

The Rodeo FX team supervised the visual effects shoot, and collaborated with Director François Lallier from production company Nova Film to create the VFX required for the TV spot, which shows a drowsy car driver gradually falling asleep at the wheel and literally smashing a heavy load truck. Shocking images that will leave no one indifferent. Rodeo FX also did the color grading and the final assemble of the images.

The advertising campaign is widely broadcasted on TV and radio, and will be supported by web banners and printed material.