“Short-Term Fun, Long-Term Consequences.” Here is the message conveyed by the latest “Don’t drink and drive” awareness campaign from the Société de l’assurance automobile du Québec (SAAQ). The commercial is the result of a fruitful collaboration between ad agency Lg2, Production Company 401 and Rodeo FX.
Directed by Nicolas Monette, the TV spot depicts with humour the consequences of loosing our driver’s licence and having to walk instead of taking your car. Rodeo FX was involved on the project from the shooting until the final output, as the team was on set to supervise the visual effects shoot. The artists then created the morphing effect -to transition from the skinny legs to the muscular legs- before doing the digital integration, color grading and final edit.
The campaign includes a French commercial broadcasted on TV and on the web, as well as two radio messages in French and English.