Don't unlock tragedy

Agency: McCann


Globally, nearly 1.25 million people die in road accidents each year. Among these heartbreaking numbers, cellphone distraction rates are alarmingly high.
As an automobile club and a responsible corporate actor, ARCD (Car and Travel Club Germany) decided to raise awareness about this matter, showing that the short time you take to unlock your phone is enough for a tragedy to happen.
To bring this idea to life, we used a real smartphone layout, where each number/image represents one step forward in time, implying that a couple of microseconds on the screen equals to several meters in the road. Although short, that time can prove fatal to anyone or anything in the way.

This professional campaign titled 'Don't unlock tragedy' was published in Germany in April, 2021. It was created for the brand: ARCD, by ad agency: McCann. This Integrated medium campaign is related to the Automotive, Public Interest, and Transport industries and contains 8 media assets. It was submitted almost 3 years ago.


Advertising Agency: McCann Germany, Frankfurt, Germany
Concept & Sr. Copywriter: Belen Russomanno
Concept & Sr. Art Director: Martino Monti
Creative Director: Damian Nuñez
Cco: Goetz Ulmer
Cco: Sebastian Hardieck
Managing Director: Jens Eberth
Account Manager: Corinna Heinmoeller
PR & Communications Manager: Karin Stelzner
PR & Communications Director: Jerome Cholet
Head Of Art Buying: Tina Krakow
Photographer: Matthaeus Walotek
Executive Creative Director: Donovan Bryan
McCANN Worldgroup Germany PA To CCO: Connie Bedenk


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