The Société de l’assurance automobile du Québec (SAAQ) created a new ad for its “Distracted” series. For a third consecutive year, the campaign aims its headlights at this important safety issue, focusing this year on an alltoocommon behaviour: driving while mentally distracted. Regardless of how many years you have behind the wheel or the type of vehicle, driving is a complex task that demands total attention. The campaign dramatically drives home the message: When you’re lost in thought, you’re not behind the wheel.

Absentmindedness is literally in the driver’s seat of a dialoguefree, driverfree video. Like someone suddenly snapping out of a daydream, the terrible consequences of distracted driving can hit you in the blink of an eye. The result is a stark and powerful message that speaks volumes without uttering a word.

Credits

Client: Société de l’assurance automobile du Québec Patrice Letendre, Anne Marcoux
VicePresident, Creative: Luc Du Sault
VicePresident, Strategy: SophieAnnick Vallée
Creative Director: Éric Chavagnac, Luc Du Sault
Copywritting: Éric Chavagnac
Art direction: Vincent Bernard
Strategy: Pauline Després
Content: Valérie Bédard,Vincent Deslauriers, Vincent Bernard, Éric Chavagnac
Account Services: Alexandra Laverdière, Camille Savard
Agency Production: Isabelle Fonta
Motion Design: Daniel MartinezMendoza
Editing: Dominic Montplaisir
Media: Touché, Cossette Média
Graphic Production: MarieEve Roussy
Director: Gorditos Nicolas Monette
DOP: Barry Russell
Production House: Gorditos Véronique Poulin
Postproduction: PostModerne
Sound Studio Engineering: Circonflex Dominic Cabana
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