Safely Home, the Western Cape Government’s Department of Transport & Public Works’ road safety campaign, has released a new hard-hitting TV commercial created by FCB Cape Town and directed by Jason Fialkov of Egg Films.
The dramatic commercial, titled “The Knock-On Effect,” illustrates how you can avoid the devastating knock-on effect of a crash when you knock just 5kph off your speed.
In the commercial, a man is driving a car at 65kph in a 60kph zone. A pedestrian steps out into the road and the driver does not have time to stop. The viewer then sees the knock-on effect of the collision, as the pedestrian’s family, and the family of the driver, are symbolically flung through the air as if being hit by a car, even though they were nowhere near the scene of the accident.
But, when the driver knocks just 5kph off his speed, he has more time to react and he avoids the knock-on effect. The commercial ends with the title: “It won’t kill you to slow down.”
“Most motorists don’t realize what a big difference just 5kph can make in a crash,” said Mike Barnwell, executive creative director of FCB Cape Town.
Client Western Cape Government’s Department of Transport & Public Works, South Africa Agency FCB Cape Town Mike Barnwell, executive creative director; Alastair Morgan, copywriter; Dylan Davies, art director; Robin Nixon, strategic planner; Ashleigh Jarrett, TV production. Production Egg Films Jason Fialkov, director. Postproduction Ludus at Upstairs
Top Spot of the Week: EHRAC, Animation Studio NOMINT Depict Life “In Limbo” As Families Search For Loved Ones
This animated film titled In Limboย depicts the journey of a heroic woman protagonist representing the countless families in the North Caucasus of Eastern Europe (where Chechnya is situated) searching for their forcibly disappeared loved ones. Utilizing theatrical elements, the film highlights the unnatural disruption caused by enforced disappearances and delves into the profound trauma these families endure. It emphasizes their long battles with the domestic authorities as they seek answers. The film also underscores the vital role of community support in helping these families cope and continue their fight for answers, serving as a compelling call to action for justice and human rights.
Through intimate storytelling, In Limbo raises awareness of the ongoing uncertainty that leaves families in a perpetual state of limbo, unable to find closure.
Directed by Afterman--the animation duo consisting of Tsvetelina Zdraveva and Jerred North--and created and produced by London-based animation studio NOMINT, In Limbo was commissioned by the European Human Rights Advocacy Centre (EHRAC).
In a joint statement, Zdraveva and North shared, โOur film takes place on a theater stage, highlighting how such tragedies are far removed from ordinary life,โ they continued. โThe stage is circular, resembling an artificial, perpetually spinning obstacle course, with a targetโthe red tail lightsโjust within sight yet never within reach, symbolizing the familyโs never-ending quest for justice.โ
โWe used a limited primary color palette to contrast the two worlds all families are pulled between. Minimalist compositions of starkly silhouetted characters and environments create the ominous atmosphere of a deeply painful and... Read More