The ageing process is an area of fascination for many (as evidenced by a recent Getty Images campaign showing the ravages of time on four celebrities). And Y&R found some success with its last reunion campaign for Land Rover. So in a powerful illustration of the fact that that crashes don’t just cost lives, they can take futures, road safety charity Brake, Y&R NZ and Weta Digital brought some joy to five grieving families by showing what young crash victims would look like if they hadn’t been taken early.
National Road Safety Week ran from May 4-10 and, in a cruel twist, it concluded with ten road deaths over the final weekend. Added to that, there have been a number of instances of children being hit by cars recently, so the impact of dangerous driving has been clear to see in the media. But to drum home the long-term emotional affects of those deaths, the Living Memories project saw five families volunteer to work with a forensic age progression specialist and the digital artists at Weta Digital to help create an individual portrait.
New Zealand’s highest rating current affairs show, Sunday, also screened a story on the project and it immediately stirred up a reaction on TVNZ Sunday’s Facebook page. It was then picked up by TV One Breakfast, NZ Herald, Stuff.co.nz, NZ Women’s Weekly and more (60 Minutes ran a piece last night on the danger of driveways).
The project also extended into print, social, online and outdoor media, amplifying the reach and impact of the portraits across the country.
As it says in a release: “On average each week in New Zealand, five families are told the devastating news that someone they love is someone they will never see again. Their families don’t just lose a loved one. They lose everything that person could have become.” And this campaign managed to show that very clearly.
Development Director: Caroline Perry
Agency: Y&R NZ
CCO / CEO: Josh Moore
Creative Director: Scott Henderson, Seymour Pope
Senior Art Director: Lisa Dupre
Head Producer: Christina Hazard
Account Director: Claire Dooney
Account Manager: Chelsea Dowling
Senior Media Planner: Kylee Davidson-Corrin
Designers: James Wendelborn, Kate Whitley
Executive Digital Producer: Bruce Murray
Digital Producer: Pat Co
Head of Motion Graphics: Michael Frogley
National Ideas Director: Jason Wells
General Manager: Grant Maxwell
Managing Director – Wgtn Tim Ellis
Digital production company: Weta Digital
Editor: James (Squid) Kelly, Pat O’Sullivan
DOP: Will Moore
Forensic specialist: Kevin Darch
TVNZ: Joanne Mitchell, Briar McCormack
Researcher: Alison Horwood
Freelance reporter: Amanda Miller