Embrace Life is an advertising campaign, created to raise awareness of the importance of wearing a seat belt. The campaign was deliberately developed to provide a counter-point to the hard-hitting shock and awe advertising so common to road safety.
I was involved throughout the project. The concept of using arms to represent a seat belt came from an experience that I shared with the group in an initial meeting, and was accepted as part of the project. The advert and story it tells was brilliantly created by writer and director, Daniel Cox.
Additionally, I led the process of designing the logo and supporting material for the film (utilised across a variety of media including flyers, billboard posters, magazine adverts, direct mail – and of course the logo was included at the end of the film).
With the logo developed, the Communications Manager for the Sussex Safer Roads Partnership felt it was strong enough to be used outside of traditional media placements. With this in mind, he took the opportunity to have the logo and web address painted by a graffiti artist on sites throughout Brighton and Hove. Many of these sites are still ‘up’ 15 months after the campaign launched and was a really exciting way of advertising the project on a grand scale.
The advert was also promoted virally through social media channels, and work was undertaken with the global blogging community to increase exposure. As part of this, it was shown at the 2010 Ted.Com conference and has won a wide range of awards including Youtube video of the year award 2010, a Gold World Medal – New York Advertising Awards, a Bronze Cannes Lion and a Prince Michael Road Safety award. It also was noted as Campaign of the year 2010 on osocio.org, which is a site dedicated to social advertising and non-profit campaigns.