Bridgestone MEA’s inescapable PSA
This catchy campaign sees the tyre brand takes over the UAE's leading radio stations simultaneously, with a song reminding road users of the risks associated with reckless lane changing.
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Credits
powered by
- Agency Serviceplan Group/Dubai
- Production Company Sonido Antro
- Director Lucas Duque
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Credits
powered by
- Agency Serviceplan Group/Dubai
- Production Company Sonido Antro
- Director Lucas Duque
- Chief Creative Officer Alex Schill
- Managing Director Natalie Shardan
- Executive Creative Director Akhilesh Bagri
- Creative Director Saleh Elghatit
- Creative Director Andre Couto
- Art Director Kenneth Barnes
- Art Director Kunal Gagwani
Credits
powered by
- Agency Serviceplan Group/Dubai
- Production Company Sonido Antro
- Director Lucas Duque
- Chief Creative Officer Alex Schill
- Managing Director Natalie Shardan
- Executive Creative Director Akhilesh Bagri
- Creative Director Saleh Elghatit
- Creative Director Andre Couto
- Art Director Kenneth Barnes
- Art Director Kunal Gagwani
Creative agency Serviceplan Group and tyre brand Bridgestone MEA have launched this innovative radio roadblock: a pop rock song highlighting the futility and dangers of drivers carelessly switching lanes.
The campaign, directed by Lucas Duque through Sonido Antro, was inspired by the statistics that reckless lane changing is among the leading causes of the 1.35 million annual traffic accident-related deaths. It was further backed by extensive research showing that constant lane-changing in traffic has been proven to be neither safe nor particularly useful.
By cleverly synchronising its broadcast across the UAE's leading channels, listeners found themselves unable to escape this PSA by changing station, just as they are unable to escape traffic by changing lanes.
