Death Revealer

Agency Network: 
April 2011


The Village is a magazine that focuses on city's life, its infrastructure and transportation. In Moscow traffic incidents are one of the critical problems that takes away thousands of people's live annually. In fact, in spite of car accidents happening daily, they come unnoticed by the majority. Why? Because all their consequences and traces are quickly taken care of and cleaned. So only a few passers-by and drivers can see the deformed cars, the injured and the bodies of the dead people. To attract people's attention to the critical problem of traffic safety we launched the Death Revealer campaign. We developed an iPhone app Death Revealer that enables one to become instantly aware of all road traffic incidents that ever happened in the city - thanks to GPS, Google Maps and augmented reality. To release our App we developed an ambient program featuring the classic white outlines with red QR code.

Digital advertisement created by Leo Burnett, Russia for The Village, within the category: Media.

Advertising Agency: Leo Burnett, Moscow, Russia
Creative Director: Mikhail Kudashkin
Creative Interactive Director: Grigory Sorokin
Art Director: Mikhail Derkach
Interactive Designer: Andrey Sergeev
Log in to post comments

Highest Rated

atilas lob's picture

How the app will know that you're driving, couse i don't get.

atilas lob
Activity Score 64
Graphic Designer at Paper Communications
morse's picture

Creepy but the point is made.

Activity Score 17897
Art Director |

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

Hammad S's picture

But how many ppl will actually USE the app? Not like I want to see where someone died...ppl don't want to think about "horrific" things, do they?
And why would someone use this WHILE driving? Location doesn't matter, it's the drivers that matter.....person looking at the app will be putting himself in more danger than when being more observant.....

Hammad S
Activity Score 484
jeph's picture

The app is designed to switch off if the user is driving... I think that's a clear indication that it wasn't designed to be used while driving.

In regards to app usage, I somewhat agree. Augmented reality is still novel enough to engage the curious tech-junkie who will try anything just to see if it works. But beyond the incentives of ordinary curiosity, you're right: they've done little to incentivize the product.

My question is, should they have to? It's all about awareness. On the one hand, it showcases the problem very well. On the other, it shows the paper is not just forward-thinking, innovative, and well researched (every crash point? -- with photos? -- nice): it shows a philanthropic side of the paper, one that's willing to take a bit of a hit to talk about a severe problem. It's a trust-builder.

People need only hear about this app to start developing a more positive opinion about the paper. Now, it's just a matter of getting them to hear about it. That's where I think the messaging falls dangerously short.

Activity Score 152
atb2005's picture

I agree with Hammad. Who's gonna use this? The answer: very very few people. When it comes to augmented reality, people want something fun, entertaining, etc, not macabre. It could be a game or it could be something like the Cinema app below. No one wants to engage with death.

Activity Score 13489
atilas lob's picture

How the app will know that you're driving, couse i don't get.

atilas lob
Activity Score 64
Graphic Designer at Paper Communications
Featured Content

Latest Collections