Shell, Red Cross Society and Today Ogilvy & Mather encourage fathers to slow down on Myanmar’s most dangerous freeway

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Slow down daddy.jpgThe 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.

Slow down daddy2.jpgSlow down daddy4.jpgWithout 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