‘Slow down and enjoy the ride’ the message in new campaign for Office of Road Safety via 303
March 21 2011, 12:43 pm | | 23 Comments
The ‘Enjoy the Ride’ campaign via 303 Group, Perth acknowledges the frantic world we live in and takes a holistic approach to reducing speed.
Culturally the campaign couldn’t have come at a better time. The ‘Slow Movement’ is gaining traction across the developed world.
The TVC suggests that we take a look at not only how fast we drive, but also how fast we live. When we slow them down they both become more rewarding and less stressful.
23 Comments
wat
i don’t even…
Zero comments? This must be a great TVC!
It was really exciting to see such a big and thoughtful production on the tele last night.
The insight is intriguing and the idea is conveyed very well in a softly, softly style. Could we really make the speeders look silly for rushing their lives away, and make the law-abiders look virtuous and wise? I hope so. Well done 303.
not quite as good as it could have been…. but still good.
Great idea, well executed and crafted. I usually switch off to the ‘speed kills’ or ‘you’re a bloody idiot’ messages so, it’s refreshing to see a road safety campaign that focuses on the positives. Could be best road safety campaign ever…
Well done to all involved.
Sorry, i found the execution laboured. Great strategy to piggy back on the ‘Go slow” movement though.
Welcome back 303 could this be the tipping point?
I’m too jealous to speak
This idea should win a lion.
It won’t.
Should’ve crafted and crafted and crafted the shit out of it. And then crafted it some more.
Shame you didn’t.
Well done to the strategy team though.
A great strategic insight with loads of time for the creatives to develop and craft the idea. That’s how you do it-well done one and all.
Wow… Fantastic work guys!! This is great!!
I saw this spot on Sunday night while laying on the couch dreading the idea of another Monday morning at work. It had me hooked from the start (but left me dreading Monday morning even more)! Great work 303!
Yeah, I agree about it being laboured, but also about it being a great insight.
Feels very American in style, except they do this style of ad alot better.
Looks like Camel Girl exploded in the bath.
Magnificent. Congratulations to all involved. Not just visually engaging and a joy to watch, but it really resonates with the power to change behaviour. I, for one, will be slowing down on my drive home this evening. Love the category job on the website too.
I like it. A smart film that I think people WANT to identify with. I haven’t seen the 30 sec spots but the film is engaging, sticks in your head and I’ll be thinking BREATHE the next time some cyclist is asking to be run over..
So many naysayers.. want more gore?
Brilliant. Such a great strategy.
I’ve just told my boss that I’m rolling into work at 9:30 from here on in. Fuck him.
Gonna cuddle my kid morning instead of fighting traffic.
Good, not great. The execution has let it down.
Well done client and 303. I can only imagine how patient you have had to be and how hard you had to work to get this fantastic idea up. It is gorgeous – worth the wait. Slow and steady wins the race eh?
Another win for perth production and perth creatives! Nice work guys.
Film? Seriously, Olympia? I know we would all love to think we’re Kubrick but let’s not kid ourselves. We make ads. Sometimes like this one, they’re even good but they are only just commercials.
Great insight.
Slow down.
One problem though – insight is easily broken when you pay attention to the hassles of watching you own speed all the time instead of the road. It’s actually less stressful driving along Winthrop Avenue with the flow of traffic (ie. slightly speeding) and more stressful constantly looking away from the road to check your speed. Forget about it if you’re country driving without cruise control – one eye always checking the darn speedo.
So, insight great, message/brief slightly flawed.
9/10.
Did you know there’s also a website? It’s updated every day with new articles with advice on how to slow down your lifestyle at work, home, etc. http://www.enjoytheride.wa.gov.au