SLOW DOWN OR YOU LET YOURSELF DOWN

Creative idea

Polish men aged 25–59 often drive too fast, and traditional scare campaigns no longer work. So, we came up with our idea: 'Every road has two sides – how you live and how you drive can come back to haunt you. Slow down before you let yourself down.' We created a rap song with double meaning, promoted via TV, cinema, radio, OOH, and print. Actor and ex-rapper Dawid Ogrodnik lent his voice and face to the campaign. Director Michal Korzewski shot a metaphorical road movie using stylized imagery and light effects to bring the message to life.

Brand name: NATIONAL ROAD SAFETY COUNCIL - KRBRD
Advertiser / client: MINISTRY OF INFRASTRUCTURE
Product / service: ROAD SAFETY PUBLIC CAMPAIGN
Campaign name: SLOW DOWN OR YOU LET YOURSELF DOWN
Agency network: INDEPENDENT AGENCY
Agency: KEINO GRUPA WARSAW
Media agency: KEINO GRUPA
Digital agency: KEINO GRUPA
Production company: KEINO GRUPA
Web address: https://www.krbrd.gov.pl
Agency chief executive officer: MACIEJ KAROLAK
Chief creative officer: ADAM ZDEB
Executive creative director: ADAM ZDEB
Creative director: ADAM ZDEB
Art director: KAROL POMORSKI
Copywriter: ANNA CUDNA
Designer: KAROL POMORSKI
Account director (agency): MARCIN POBOCHA
Client account director: DAGMARA STANIEWSKA
Media director: URSZULA ZDUNEK
Managing director: BARTOSZ KLUS
Strategic planner / strategist: JAN MOSIEJCZUK
Photographer: JACEK KOLODZIEJSKI
Illustrator: N/A
Film production: ALEKSANDRA MIODUSZEWSKA
Director: MICHAL KORZEWSKI
Director of photography: ADRIAN KUCIEL
Music: MICHAL BEDKOWSKI
Screenwriter: MICHAL KORZEWSKI
Agency producer: JUSTYNA SOKOLOWSKA
Post production: JANUSZ BIENIEK
Post production producer: ALEKSANDRA MIODUSZEWSKA
Digital production: KEINO GRUPA
Digital strategist: JOANNA PIERZYNKA
Digital creative: N/A
Event production: MARCIN POBOCHA
Additional company: AGATA RUDNIEWSKA motion designer; AGNIESZKA ANZULEWICZ senior media planner; DAWID OGRODNIK - CAST & LEAD VOCAL; AREK SITARZ - RAP CONSULTING; EREM STUDIO