“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 TV 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 shows various consequences of being convicted for drinking and driving: complicated daily commute, trips cancelled, missed job opportunities, friends and family’s disappointment, negative perception around us.
It was a clever idea from Lg2 to highlight the consequences of loosing our driver’s licence; the concrete impact on our day-to-day life is very eloquent and raises awareness about how important it is not to drink and drive. 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, 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.