Designed by Robert Boyle at BBDO
Client Director: David Power
ECD/Copywriter: Shane O'Brien
CD/Art Director: Robert Boyle
3D Illustrator: Leandro Peres
Digital Producer: Georgia Stevenson
Digital Editor: Eoghan Reidy
Agency Producer: Andrew Counihan
Account Manager: Daniel Harnett
Categories: Print / Moving Image / Social Media / Screen
Tags: Poster / Illustration / Digital / Art direction / Campaign / Advertising / Craft / Print / Not for Profit / PSA / 3d / Social change / Ireland
The aim of this project was to starkly draw attention to the shocking proportion of road deaths that are caused by lack of seatbelt wearing, in a serene and respectful way. To achieve this we used the iconography of cancer and AIDS awareness ribbons as shorthand for the seriousness of the problem while using the seatbelt material for an instant get. The copy urges us to ‘Never Forget’. Either those who have lost their lives or to wear a seatbelt.
The ribbon was rendered in 3D and was published across print and digital media, nationwide. In digital display and digital outdoor media, the image was enhanced with subtle movement of the shadow texturing to draw the eye, whilst still maintaining the serene respectfulness towards the subject matter.