RSA : The Ribbon
This campaign’s aim was to draw attention to the shocking proportion of road deaths that are caused by lack of seatbelt wearing, in a serene and respectful way. To do 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.
Road Safety Authority, Ireland
BBDO Dublin, Ireland
LeandroPeres.pt Collective of Creative Artists, Portugal