Organisation: Sussex Safer Roads Partnership
Date uploaded: 23rd July 2010
Date published/launched: October 2009
An Internet phenomenon, Embrace Life is designed to remind individuals of the importance of wearing their seat belts.
The film provokes a strong emotional response by focusing on positive imaging and messages rather than the direct consequences of a collision.
At the time of writing (June 2010) more than 13.7m people have viewed it online either through YouTube or its own dedicated site and it has an active following on Facebook and Twitter.
A panel of 250 international judges awarded Embrace Life a Gold World Medal at the New York Festival International Advertising Awards.
The film also received a Bronze award at the 2010 Cannes Lions International Advertising Festival, placing it among the best global adverts of the year.
The Sunday Mirror asked if it is ‘the best road safety film ever’ and the Sunday Express suggested that Embrace Life is ‘the best advert ever’. The New York Daily News also proclaimed the campaign ‘a breath of fresh air’.
For more information contact:
Neil Hopkins
T: 01273 467425