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Bridgestone MEA

The Lane Change Song

Agency: Serviceplan Middle East

Description

Every year, traffic accidents claim the lives of over 1.35 million individuals worldwide. In the United Arab Emirates (UAE), the number of crashes escalated from 2,931 in 2021 to 3,488 in 2022, making it clear that road safety is a pressing concern. *

Among the leading causes of fatalities in the UAE is reckless lane changing. Extensive research spanning two decades has shown that constant lane-changing has been proven to be neither safe nor particularly useful.

To demonstrate the futility and dangers of carelessly switching lanes, Serviceplan ME and Bridgestone MEA have created a first-of-its-kind radio roadblock: 'The Lane Change Song'. By synchronizing its broadcast across the UAE's leading channels, listeners found themselves unable to escape this PSA by changing channels, just as they are unable to escape traffic by changing lanes. This catchy pop-rock song was produced in three languages and was simultaneously aired on seven radio channels. The launch coincided with the United Nations Global Road Safety Week, aligning with Bridgestone's commitment to road safety through its Road Safety initiative.

'The Lane Change Song' serves as an engaging and memorable way to remind individuals about the importance of responsible driving and the risks associated with reckless lane changes. By leveraging the power of radio, Bridgestone MEA and Serviceplan ME hope to foster safer road practices and contribute to the global efforts in making our roads safer for everyone.

With the launch of the initiative, Bridgestone asserts that lane changes are one of the major factors for accidents on the UAE’s highways and emphasises the importance of maintaining road safety for reliable mobility systems. The mobility solutions provider considers it their responsibility to promote safe mobility habits from the ground up and contribute to shaping a safer society. In line with this objective, the new initiative promises to raise road safety and assure community wellbeing, while also upholding Bridgestone's E8 commitment.

This professional campaign titled 'The Lane Change Song' was published in United Arab Emirates in May, 2023. It was created for the brand: Bridgestone MEA, by ad agency: Serviceplan Middle East. This Experiential and Integrated media campaign is related to the Public Interest industry and contains 1 media asset. It was submitted about 1 year ago.

Credits

Agency:

Serviceplan Middle East
Client: Bridgestone MEA
Title: The Lane Change Song

Managing Director: Natalie Shardan
Global Chief Creative Officer Serviceplan Group: Alex Schill
Chief Creative Officer: Akhilesh Bagri
Creative Directors: André Couto, Saleh Elghatit
Business Director: Vineeta Vasisht
Associate Creative Directors: Sameer Suri, Daniel Zacatenco
Art Directors: Kenneth Barnes, Kunal Gagwani, Yasir Baloshi
Copywriters: Zein Sadedin, Aashna Gopalkrishnan, Nehal Salah
Account Manager: Laith Alemailat
Agency Producer: Geetika Sood
International Communications Officer: Lee Sharrock
MEDIAPLUS MIDDLE EAST
Azhar Siddiqui - Managing Partner
Charbel Jreijiri - General Manager
Tareq Almasri - Media Manager

PR AGENCY - ORIENT PLANET:

Eyad Zeidan - Regional Director
Adrija Bhowmick - Senior PR executive


CLIENT CREDIT - BRIDGESTONE MIDDLE EAST & AFRICA:

Khalid Qureshi - Marketing & Communications Lead
Smita Bhardwaj - Communications & Digital Marketing Manager

PRODUCTION:

THE SONG
Studio - Sonido Antro
Chilla Lynn - Vocalist
Lucas Duque - director
Mateus Latge - producer
Vanessa Mayrink - project manager
Arabic Producer - Rudy Bas
Music Producer Arabic: Rudy Basmadjian
Arabic Singer: Ghazal Jawhary

THE MUSIC VIDEO
Motion designer - Felix Hartley
Radio Channel
ARN - Arabian Radio Network
Lena zahalan - Sales Account Manager
Amiral Farid - Director of Sales

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