Zavod VOZIM - "Toy car"

Bruketa&Zinic&Grey

Bruketa&Zinic&Grey Zagreb, Croatia

4249

This ad is part of the ACT Responsible Collection

Brand: Zavod VOZIM
Country: Slovenia

Advertiser: Zavod VOZIM

Title	Toy car
Agency	Bruketa&Zinic&Grey
Campaign	I still drive, but I don't walk
Advertiser	Zavod VOZIM
Brand	Zavod VOZIM
Date of First Broadcast/Publication	2013 / 3
Business Sector	Road Safety
Story	The Slovenian car accident victims’ association VOZIM, wanted to use a campaign to inform young people about the dangers of reckless driving. The campaign also sought to encourage Slovenian corporations to finance the Association’ activities. The campaign was based on the creative insight: THOSE WHO SURVIVE WILL HAVE STORIES TO TELL – stressing the idea that young people often tend to engage in reckless or drunk driving so that they would have “cool” stories to tell to their peers. Reckless driving is truly something we should not be trying to prove ourselves with because we might never get the chance to tell about it. We have sent a box containing a broken toy car and a real life short story by a person who got seriously injured in a car crash due to his reckless driving to our partners and donators. In order to read the story, the recipient must turn the box in his hands. As he turns it, the broken toy car spins, slides and turns inside the box, just like a real car would in an accident. Alongside showing the consequences of reckless driving, this direct mailing also relays the message that every time we sit behind the steering wheel, we take our destiny and the destinies of others in our hands.
Philosophy	The campaign was based on the creative insight: THOSE WHO SURVIVE WILL HAVE STORIES TO TELL – stressing the idea that young people often tend to engage in reckless or drunk driving so that they would have “cool” stories to tell to their peers. Reckless driving is truly something we should not be trying to prove ourselves with because we might never get the chance to tell about it. We have sent a box containing a broken toy car and a real life short story by a person who got seriously injured in a car crash due to his reckless driving to our partners and donators. In order to read the story, the recipient must turn the box in his hands. As he turns it, the broken toy car spins, slides and turns inside the box, just like a real car would in an accident. Alongside showing the consequences of reckless driving, this direct mailing also relays the message that every time we sit behind the steering wheel, we take our destiny and the destinies of others in our hands.
Problem	The Slovenian car accident victims’ association VOZIM, wanted to use a campaign to inform young people about the dangers of reckless driving. The campaign also sought to encourage Slovenian corporations to finance the Association’ activities.
Result	The campaign is ongoing so there are still no final results available, but the story has raised the media and public interest from the start. It has been published in almost all relevant Slovenian media. In the first few weeks of the campaign, our client has received new donations, but the final results will be available after the campaign.
Media Type	Fundraising
Length	65 seconds
More Information	www.bruketa-zinic.com
Creative Director	Ivan Cadez
Strategic Planner	Ivan Tanic
Copywriter	Drago Mlakar
Copywriter	Drazen Novak
Designer	Vesna Horvat
Account Director	Vanja Osredecki