Recently Digital and Sons were fortunate enough to win two awards for work on a campaign created for the Road Traffic Directorate in Iceland.
The two awards are ÍMARK (Icelandic Marketeers Association) in the category of public services, and the FÍT Awards (Association of Icelandic Graphic Designers) in the category of web advertisement.
The campaign demonstrates the consequences if you don’t wear a seatbelt and get into a traffic accident. Research shows that many believe they don’t need to wear seat-belts while driving at a low speed and in the event of a crash they can put their hands in front of them to prevent injury. This is far from the truth. The idea was to make people realize that the same forces apply when falling and driving. The speed and impact make it impossible for you to use your hands to prevent serious injury.
In the award winning banner you can drag the person up in the air and when you release him, it tells you the calculated crash speed. For example, if you have an accident while driving at 46 km per hour without your seatbelt, the impact equals falling 7 meters straight down to the ground.