Give death a day off

Creative idea

During Midsummer week, traffic accidents in Estonia spike, forcing Death to work overtime. To change that, the Estonian Police launched a music video “Give Death a Day Off,” encouraging safe driving through a lighthearted, relatable approach. We showed Death enjoying her holiday when drivers acted responsibly, kept the story alive on social media, and thanked safe drivers with “Death’s Holiday” postcards during roadside alcohol checks. The campaign spread to news outlets locally and abroad and, most importantly, made Midsummer safer for everyone on the road.

Brand name: Estonian Police
Advertiser / client: Estonian Police
Product / service: Traffic safety
Campaign name: Give death a day off
Agency network: INDEPENDENT AGENCY
Agency: Not Perfect Tallinn
Media agency: Duo Media
Production company: Wedia Production
Agency chief executive officer: Rivo Räim
Creative director: Vadym Tkachuk
Art director: Katrina Sirelpuu, Liisa Aaliste
Copywriter: Laes Oskar Raun, Mihkel Raud
Designer: Kaisa Vallaots
Account director (agency): Keith Prits
Client account director: Kerly Virk
Managing director: Rivo Räim
Director: Tristan Luige
Music: Richter Studio
Post production: Wedia Production