Slow Down, Ace!
Creative idea
No one thinks of themselves as a “reckless driver”. But many think: “I’m a good driver”. So instead of fighting “reckless drivers”, we created characters everyone could recognise themselves in – the “Aces”: confident drivers who think highly of their skills and therefore allow themselves to take more liberties on the road. The idea turned this seemingly positive label on its head, exposing the everyday offences any driver can commit. The campaign line, “Slow Down, Ace!”, works as both a compliment and a warning, reminding drivers that everyone shares responsibility for safety on the road.
Brand name: PZU
Advertiser / client: Powszechny Zakład Ubezpieczeń SA & Powszechny Zakład Ubezpieczeń na Życie SA, Rono Ignacego Daszyńskiego 4, 00-843, Warszawa
Product / service: Road Safety / Prevention
Campaign name: Mistrzu, zwolnij!
Agency network: INDEPENDENT AGENCY
Agency: 2012 Agency, Warsaw
Production company: Papaya Films
Web address: https://www.pzu.pl/kampania/mistrzu-zwolnij
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Agency chief executive officer: Anna Rabczuk
Chief creative officer: Maciej Marasek
Executive creative director: Przemek Bogdanowicz
Creative director: Michał Kubik
Art director: Łukasz Stachniak
Copywriter: Marcin Bondar
Account director (agency): Aleksandra Kiełbasińska
Strategic planner / strategist: Marcin Ejsmont
Film production: Łukasz Tomasz Kołtunowicz - executive producer
Director: Jan Komasa
Agency producer: Kamil Przybylak - Creative Producer, Director/DOP
Additional company: Client's side:
Jacek Reczyński – Social Projects Coordinator
Agnieszka Januszewska-Molga – Senior Brand Communication Specialist
Magdalena Żmijewska – Senior Content Marketing Specialist
Tomasz Biedrzycki – Senior Media Specialist
Agnieszka Żebrowska – Director of Sponsorship and Prevention
Marta Strzyżewska – Marketing Director
Małgorzata Martuszewska – Marketing Communications Director
Sylwia Bednarek – Brand Communication Team Manager
Karolina Jaworska – Marketing Strategy Manager
Aleksandra Szałkowska – Content Marketing Team Manager
