Social Wreaths
collage wreaths
wreath whatsapp
wreath Facebook
Wreath TikTok
Wreath Instagram
Description
Distracted driving accounted for one in three fatal road accidents in Chile, yet traditional awareness campaigns struggled to capture public attention.
This campaign drew inspiration from ‘animitas,’ Chile’s culturally significant roadside memorials, to deliver a poignant and culturally relevant message.
"Social Wreaths" reimagined traditional animitas as floral representations of app logos like Instagram, WhatsApp, and TikTok—turning them into sobering reminders of the link between mobile phone use and road fatalities.
The campaign achieved a 17% reduction in road deaths, received widespread media coverage, and was praised by the Chilean Minister of Transport as a “powerful idea that amplifies our message.”
This professional campaign titled 'Social Wreaths' was published in Chile in November, 2024. It was created for the brand: Gobierno de Chile, by ad agencies: VML and VML Health Spain. This Ambient, OOH Outdoor, and Static Images media campaign is related to the Automotive and Personal Transportation, Health, and Public Interest industries and contains 6 media assets. It was submitted 12 months ago by Global Head of Craft, Health: Natxo Díaz of VML.
Credits
Client: Ministerio de Transporte de Chile
Communications Director, Ministry of Transport / National Road Safety Commission: Rodrigo Reyes
Global Chief Creative Officer VML Health and Wellness: Mel Routhier
Marketing Director, Government of Chile: Montserrat Bauzá
Marketing Consultant, Government of Chile: María Paz Veyl
Chief Creative Officer VML LATAM: Nino Goldberg
Global Head of Craft VML Health: Natxo Díaz
Chief Creative Officer VML Chile: Raimundo Undurraga
VP Creative VML Chile: Samer Zeidan
Account Director, VML Chile: Bárbara Ríos
Regional Operations VML: Facundo Palacios
Group Creative Director & Head of Art VML Health: Leonardo Rincón
Creative Director & Head of Copy VML Health: Eduardo Domínguez
Senior Art Director VML Health: Cristina Calabuig
Senior Motion Graphic Designer VML Health: Nicolás Sierra
Senior Copywriter VML Health: Ana Sofía Chávez
Senior Art Director VML Chile: Seba Ulloa
Senior Copywriter VML Chile: Cristóbal Sáez
Account Supervisor VML Chile: Macarena Silva
Production Company: BlackStar
