Saatchi & Saatchi Arachnid
BMW Malaysia Sdn Bhd
Automotive
Problem:
Every year, thousands lose their lives to speeding-related accidents. Despite countless measures taken by the authorities, motorists remain oblivious to the consequences.
Insight:
Malaysians are more concerned about getting summoned by the police than getting into an accident. When they see a speed trap or police roadblock, they will flash their headlights to warn drivers travelling from the opposite direction
We sent a group of safety drivers to 10 of the deadliest routes on Malaysian highways, during the holidays. The safety drivers drove throughout the holiday period and flashed their lights at speeding drivers from the other side. They managed to trick them into believing the police were up ahead. To avoid a fine, the drivers who were speeding slowed down and navigated safely through the dangerous routes on the highways.
Executive Creative Director: Sathi Anand
Creative Director: Wong Sen Kiat
Art Director: Jeremy Tai, Hafidz Othman
Copywriter: Pathmarajan Varatharajan, May Quek
Account Management: Adrian Sng, Abigail Tan
AV Producer: Joanna Dorai, Amin Taib
Traffic: Mohd Faris
Production house (Reservoir Productions): Ismail Kamarul, Soh Chia Lok, Sabrina Wong
