The Drum Awards Festival - Official Deadline

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Date: Apr 2016
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First Kiss tells the story of a young couple at a party, who spend their night trying to kiss but keep being interrupted. The final interruption turns a straightforward love story into a shocking road safety ad.

The Safely Home campaign by Y&R Cape Town has sparked heated discussions across traditional media and social networks about both the importance of wearing your seatbelt and the power of shock advertising.

Y&R created a locally-relevant story inspired by an Irish strategy, which was credited as having brought about a 100 per cent increase in backseat seatbelt wearing and 50 per cent increase in front-seat wearing rates in Ireland and Northern Ireland.

The spot was shot in studio and on location in Woodstock and the Bo-Kaap in Cape Town. For the final crash scene, Jason worked closely with DOP Willie Nel, stunt coordinator Gideon van Schoor, and the post-production combination of Upstairs Ludus and Wicked Pixels, with Gravitron’s Kobus Verhoef building a gimbal rig to tip the car 90 degrees in both directions to keep the cast’s movements realistic and capture the sense of loss of gravity.

Credits

Executive Creative Director: Graham Lang

Creative Director: Nkanyezi Masango, Gareth Cohen

Art Director: William Boyes (production)

Additional Credits: Director: Jason Fialkov

Director of Photography: Willie Nel

Production Company Producer: Martina Schieder

Executive Producer: Kerry Hosford

Post Production Company: Upstairs Ludus

Editing Company: Upstairs Ludus