Russian Association Of Motor Insurers In Support Of Gibdd: HINTS

Credits & Description:

Category: Art Direction
Advertiser: THE RUSSIAN ASSOCIATION OF MOTOR INSURERS;THE ROAD SAFETY DEPARTMENT, MINISTRY OF INTERIOR OF RUSSIAN FEDERATION
Product/Service: CHILDREN-PASSENGER
Agency: ZAVOD CONSULTING
Production Company: STINK, Moscow, RUSSIA
Creative Director: Svetlana Smirnova
Copywriter: Yakov Krivitsky (Senior Copywriter)
Art Director: Senior Art-Director – Alexey Fedonin/Art-Director – Nina Vilisova
Producer: Kulikova Olga
Director: Christian Bevilacqua
Editor: Alastair Sinclair
Sound Design/Arrangement: Pifagor
Post Production: Trehmer
Music: Goudron Production/Andrew Callaghan
Production Designer: Andrew Pankratov
Director Of Photography: Sergey Trofimov
Production Designer: Andrew Pankratov
Director Of Photography: Sergey Trofimov
English Description
Every year in Russia, about a thousand children are killed in car accidents, and twenty thousand are injured. Most of these tragedies occur due to the drivers’ failure to use child safety seats. Many parents regard special child seats a tediously expensive, useless thing they do not need, while at the same time, spending vast amounts on too many toys for their kids. The aim of ‘Hints’ shot is to shift the public view of children’s safety aboard a car. The campaign’s main message is: “Safety seat is more important than all the toys”. Shot’s idea: In Russia, child safety seats are sold in children stores, alongside toys. Video centers around toys appreciating the importance of the safety seat, its superiority compared to themselves, ‘hinting’ parents that they should first invest in what is really important and necessary for the child, and then spend their money on toys. “Even toys know what’s essential for the safety of your child. A child in a car should travel in a proper seat.” In a slightly ironic way,we hint how careless and irresponsible some parents are, and suggest that they should spend less on toys while making safety of children their top priority.