Este país no puede soportar más muertes / We can't lose anymore lives.
Caso. Versión en español.
Tv. Versión en español.
Tv. English version.
A REMINDER BEFORE WE GET BACK ON THE ROADS.
Every summer, DGT marks the beginning of the Spanish holidays with their polemic, overly-explicit traffic campaigns.
But summer 2020 was different.
Spain had been the most impacted European country by the COVID-19 crisis, the workers in the public sector were exhausted, and people were anxious to escape to their favourite places for a well-deserved break after a 3 months long lockdown.
To prevent these drivers from rushing to the holiday that they so much deserved, we managed to persuade the Ministry of Home Affairs to launch a heartfelt message from an impactful location.
THE IDEA
Our line ‘We can’t lose any more lives’ was aimed to be a powerful reminder from DGT, and extensively, from all the restless professionals that look after emergencies.
To deliver it, we brought Olympic Ice Skater and world Champion Javier Fernandez to a very symbolic destination: Madrid’s Ice Palace.
Once his favourite court, the Ice Palace had been now famously used as a morgue for thousands of Covid19 victims.
Every summer, DGT marks the beginning of the Spanish holidays with their polemic, overly-explicit traffic campaigns.
But summer 2020 was different.
Spain had been the most impacted European country by the COVID-19 crisis, the workers in the public sector were exhausted, and people were anxious to escape to their favourite places for a well-deserved break after a 3 months long lockdown.
To prevent these drivers from rushing to the holiday that they so much deserved, we managed to persuade the Ministry of Home Affairs to launch a heartfelt message from an impactful location.
THE IDEA
Our line ‘We can’t lose any more lives’ was aimed to be a powerful reminder from DGT, and extensively, from all the restless professionals that look after emergencies.
To deliver it, we brought Olympic Ice Skater and world Champion Javier Fernandez to a very symbolic destination: Madrid’s Ice Palace.
Once his favourite court, the Ice Palace had been now famously used as a morgue for thousands of Covid19 victims.
Content.
English version.
