Shell, Red Cross Society and Today Ogilvy & Mather encourage fathers to slow down on Myanmar’s most dangerous freeway
The Yangon to Nay Pyi Taw Highway is the most dangerous stretch of road in Myanmar, nicknamed Death Highway. Shell, in conjunction with the Red Cross Society and Today Ogilvy & Mather, created a campaign to curb speeding and reduce the death toll by using images of children to drive home the message to their fathers, as they are driving. “Slow down Daddy”
Billboards along a stretch of the highway featured different messages but all addressed to “Daddy” (Today Ogilvy & Mather even had to construct the billboards!)
They researched transport companies and bus companies to source a group of men, married with young children, who regularly drive on this dangerous stretch of road.
Without letting the father know, they filmed their child delivering a video message to their Dad, asking that they drive carefully and slow down as they love them very much and don’t want them to have an accident.
They then filmed the fathers using hidden cameras so they could see his genuine reaction to seeing his own child deliver the message of love. These films run on Shell and Red Cross Facebook and You Tube pages.
Credits –
Executive Creative Director: Guy Winston
Creative Director: Nyein Chan Aung
Art Directors: Thihan Cho Oo, AungBo Bo
Writer: EiThawda Winn
Agency Team Lead: Christine Shapiro, Today Ogilvy Public Relations:
Account Executive: Su Pyae Sone
Planning: Nu Thazin Abel