Agency Network: 
May 2008


Print advertisement created by Saatchi & Saatchi, New Zealand for Rodney District Council, within the category: Public Interest, NGO.


Seatbelts keep people together.

Advertising Agency: Saatchi & Saatchi Auckland, New Zealand
Executive Creative Director: Mike O'Sullivan
Art Director: John Koay
Copywriter: Veronica Copestake
Retouching: Nick Smith
Photographer: Simeon Patience
Account Director: James Pohill
Log in or register to post comments
R. Rinaldi's picture

Could have been a nice idea but ....

R. Rinaldi
Activity Score 686
Olafski001's picture

i don't care if this is creative or not, done before or not and whether or not the artdirection is at the highest level
it makes me feel cold and uncomfortable

this actually does make me use a seatbelt
fuck awards, these win lives.

Activity Score 1193
Copywriter |
vinaywins's picture

Liked it.


Activity Score 138
Copywriter |


getconnected2001's picture


Activity Score 987
Art Director at New Delhi
copywrestler's picture

Check this out....

From Calgary a few years back.

Activity Score 51
Little-A's picture

I agree with sideshow. MADD's version is much more shocking. It has "balls" and works better.

Activity Score 38
McDonnell Haynes Ltd.
andré ™'s picture

This art diretion is much better and simpler...

andré ™
Activity Score 144
Creative Director at Art Director |

and... andre navas | design

phoamcor's picture

Great campaign. Gonna win awards.
I prefer this to the MADD one.

Activity Score 1284
jcwh's picture

I agree!

Activity Score 13
Art Director
vote4pedro's picture

it doesn't really matter if you prefer this art direction. the fact that it has already done makes this unoriginal. and unoriginal work doesn't deserve awards.

Activity Score 4601
ArchieLeech's picture

Guys, this exact same idea was done by Y&R Auckland in 2002 for Waitakere regional council.
Plus, it won a bronze lion in 2002 for the TV extension of the idea that had a family in a picture, and one of them crashes forward into the frame. The creatives were Dan Moth, Regan Grafton & Vaughn Davis. Check the annuals next time.

Activity Score 82
Creative Director
ericndavi's picture

I agree with moo on this. I saw it in an old annual several years back. I'll let you know when I find it in the store and dust it off.

Activity Score 161
Creative Director
capywriter's picture

I think I've seen a campaign with same sort of insight on this site some months ago. Somebody knows what I'm referring to? (it's not the one with the lady coming out of the frame) I thought it had persons erased from the pictures... I can't remember completely, neither if it was also about wearing seatbelts...

Activity Score 5512
Copywriter at Freelance
15% off authentic images