Believe Media’s Bruno Aveillan directs a heart-wrenching PSA about road safety, and how lives are wrecked far beyond the accident. Instead of showing us shocking images, this PSA provides viewers with an emotional shock - less gruesome but hopefully more effective.
“I was immediately touched by the pertinence and emotional intensity of the campaign when I read the script.” Aveillan—known for, among other things, directing this epic Cartier ad—said of the PSA. "Road accidents shatter lives and destinies well beyond the accident itself. That's the 'shockwave' effect, which can be so unjust and devastating, and the work's central theme.”
The work will appear on television as well as in theaters with support fro radio and billboards.
Check out the poignant and forceful spot, as well as some behind the scenes photographs in AdWeek.