Road Traffic Safety Department Latvia: Be A Vestenger Of The Light

Credits & Description:

Entrant Agency: Ddb Latvia
Client: Road Traffic Safety Directorate Of Latvia
Brand: Road Traffic Safety Directorate Of Latvia
Product/service: For Pedestrians To Wear A Reflective Vests
Release Date: 18.10.2015
Advertising Agency: Ddb Latvia
Other Agency: Nords Porter Novelli
Account Director: Didzis Paeglis
Account Manager: Ilze Mezīte, Madara Ramane
Creative Director: Vairis Strazds
Art Director: Aija Baumane
Copywriter: Oskars Kupcāns
Digital Account Manager: Mārtiņš Līcis
The campaign goal – to decrease the number of injuries and fatalities among pedestrians and cyclists by distributing reflective vests. The challenge – 20,000 vests have been distributed in ten years, but people don’t wear them. The idea of the campaign – turn the wearers of reflective vests into heroes with a mission.
We created a neologism “vestenger” (a compound of messenger + light), which added a cool factor to the campaign.