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Y&R Cape Town, Director Jason Fialkov Capture Profound Impact of "First Kiss"

By

Robert Goldrich
Thursday, Apr. 7, 2016

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Directed by Jason Fialkov of Egg Films for the Western Cape Government and agency Y&R Cape Town, this PSA titled “First Kiss” tells the story of a young couple at a party, who spend their night trying to kiss but keep being interrupted. The final interruption turns a straightforward love story into a shocking road safety ad.

The Safely Home campaign by Y&R Cape Town has sparked heated discussions across traditional media and social networks about both the importance of wearing your seatbelt and the power of shock advertising.

Y&R created a locally relevant story inspired by an Irish strategy, which was credited as having brought about a 100% increase in backseat seatbelt wearing and 50% increase in front-seat wearing rates in Ireland and Northern Ireland.

The spot was shot in studio and on location in Woodstock and the Bo-Kaap in Cape Town. For the final crash scene, Jason worked closely with DOP Willie Nel, stunt coordinator Gideon van Schoor, and the post-production combination of Upstairs Ludus and Wicked Pixels, with Gravitron’s Kobus Verhoef building a gimbal rig to tip the car 90 degrees in both directions to keep the cast’s movements realistic and capture the sense of loss of gravity.

Credits

Client Western Cape Government Agency Y&R Capetown, South Africa Graham Lang, executive creative director; Nkanyezi Masango, Gareth Cohen, creative directors; Justin Fraser, producer. Production Egg Films Jason Fialkov, director; Willie Nel, DP; Martina Schieder, producer; Kerry Hosford, exec producer; William Boyes, production designer/art director. Postproduction Upstairs Ludus Shaun Broude, editor. Wicked Pixels. VFX Gravitron Kobus Verhoef, gimbal rig construction.

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