As France revs up to slow down in the summer break, Sécurité routière - French road safety - continues their campaign to highlight the absurd risks of driving too fast. In February "Shockwave" showed the real shockwave of a collision, all those lives shattered, ended and affected by a single crash. For only a small gain in time, such as 7 minutes for a journey between Paris and Lille if you're 10kms/h faster, the consequences of a crash are hugely disproportionate. This campaign, called "The Sunshine Highway", continues the visual.

The campaign, currently airing on TV, with billboards and other OOH already up shows the graphic chain reaction of a crash, reminding everyone that we are #allaffected by a crash. The dramatic effect of flying bodies is not simple gore, it's to remind you of all the people who are not in the crash who are affected by the crash. The billboards shows bodies flying through the air, trailing a speeding car.

However due to the horrible truck attack in Nice, with so many children hurt or dead after a truck literally targeted people enjoying fireworks on the boardwalk, this campaign may have to be rescheduled or pulled completely from the air.

Creative director Pascal Grégoire Concept and copyright Charles Flamand Concept and art direction Alexandre Fort, Guillaume Ganty TV production manager Nicolas Buisset Agency representatives Eric Tong Cuong, Pascal Grégoire Eric Zajdermann (Agence Anatome) Pamela Taconet, Gloria Amzallag, Marina Flammier Strategic planning Eric Tong Cuong, Céline Bonnefond Communication/PR director Barka Zérouali Production house Quad Group Photography Bruno Aveillan 1re assistant director Tatum Drouilhat Executive producer Martin Coulais Production director Claudia Traeger Post Production Manager Nathalie Aveillan Post Production Fix Studio Sound production THE Composers Mirwais Art purchasing Laure Bouvet, Julie Duret
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about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

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