How will Australia perform at Cannes this year? In the lead up to the Festival, Campaign Brief will be showcasing the work we hope will impress the judges…
QBE Insurance: Safer Roads
The Core Agency
QBE Insurance was entering the South Australian market and needed to make an emotional connection with consumers before retailing its product. So, we placed children at the heart of a road safety campaign to draw on the emotional connection with their parents – the drivers. The film uses framed family photographs as a visual metaphor for cars – crashing into trees, lamp posts and each other in slow-motion. Avoiding the category’s usual shock tactics, the work creates an authentic emotional connection with viewers. The film concludes with a plea by the children for drivers slow down, keep their distance and to not use mobile phones while driving.