Creative Work of the Week: 'Live Kill' safer driving campaign sees Israel’s most famous vlogger live-stream her death
BBR Saatchi & Saatchi and Or Yarok (The Association for Safer Driving in Israel) have caught the attention of The Drum readers with their gripping ‘Live Kill’ campaign securing this week’s European Creative Work of the Week title.
Texting and driving – and even live broadcasting – has become an international problem with over 80% of accidents caused by people using their phones. But, no matter how gruesome the commercials about this issue are, young drivers still aren’t getting the message as they ignore the ads.
In order to engrave the experience of watching a real crash in young drivers’ minds Or Yarok recruited Israeli vlogger, Ashley Waxman Bakshy, and ‘live streamed’ her death.
Hacking YouTube’s live broadcast feature, Or Yarok and BBR Saatchi & Saatchi broadcasted a six-minute pre-filmed video of Waxman Bakshy involved in a horrific crash whilst using her phone and driving at the same time.
Over 2,500 fans watched in real time with fans sending in thousands of worried comments. By the next day 57,000 people had watched the broadcast with many commenting they’d finally “got the message”.
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