New Driving tests campaign - Case Study by Leo Burnett Belgrade
Product and services: Traffic Safety
Client/Brand: Srpski komitet za bezbednost saobraćaja (Serbian Committee for Trafic Safety)
Advertising agency: Leo Burnett Belgrade
Art director: Rade Šaptović
Copywriter: Predrag Simić, Đorđe Janković
Creative director: Anja Radulović
Account Director /Manager: Andreja Milkić / Vladimir Vučićević, Jovana Važić
Programmer: Omnicom Soltions
Other credits: Producer: Nemanja Stojanović, Media: Ana Mijajlović, Illustrator: Ivan Nedeljkovic & Ivana Radic, Asistent: Igor Ristic
Creative idea explanation:
In 2009, Serbian government announced the new system of driving training and testing. Three years and thousands of lives later – the new system still doesn’t exist. Confidential driving tests leak to the public, resulting in young people only learning the leaked tests and not the entire range of traffic laws. So, we created an app with real accidents videos and let it leak as the “new driving tests for the new system”. Within 48 hours, Ministry of Interior announced that the new system starts on October 25th, and the site crashed temporarily due to used bandwidth.
Awards: GoldenDrum - 3x Silver Drum, 1x Golden Drum
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