WORK FOR GOOD CUT
- ALTERNATIVE
(Single)
CRASH TEXT AUTO - CUPRA
Automotive
Shortlist
|
Title:
|
CRASH TEXT AUTO |
|
Brand:
|
CUPRA |
|
Product/Service:
|
Automotive |
|
Client:
|
CUPRA |
|
Entrant Company:
|
BBDO |
|
Agency:
|
BBDO Germany |
|
Creative Director:
|
Maximilian Müller & Heitor Buchalla Ferreira |
| Release Date: |
2025-05-13 |
| Individual Credits: |
Irene Kugelmann |
| Individual Credits: |
Björn Bremer |
| Individual Credits: |
Maximilian Schell |
| Individual Credits: |
Diana Tannos |
| Individual Credits: |
Hendrik Frey |
| Individual Credits: |
Andreas Dahlqvist |
| Notes for Judging: |
The key insight: young drivers don’t ignore the danger of texting while driving, they underestimate it because they’ve never truly felt its impact. To change behavior, the risk had to become immediate, personal, and self-caused. CUPRA identified gaming as the perfect behavioral mirror: players drive, multitask, and react in real time, just like on the road. Rather than interrupt gameplay with ads, the strategy was to embed the risk inside the experience itself. By using a native game mechanic, the intervention would feel authentic, unavoidable, and emotionally charged. The goal was not to inform but to simulate the exact cognitive overload that causes real crashes, then connect that moment to real-world consequences. During the 8th United Nations Road Safety Week, CUPRA saw an opportunity: if real-world drivers wouldn’t listen to safety messages, perhaps they could learn through consequences in a world where crashes carry no physical risk. |
JPG