Ford: Less is All

March 20, 2019Filed under Film, Online and Automotive
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GTB Rome and Ford Italy launch “Less is All”: when you're driving and you're tired, few seconds are just enough to lose everything.

Ford of Italy and GTB Roma continue to create awareness about the dangers while driving: after the smartphone, drugs, and alcohol in the past years, a social video campaign was launched to raise awareness about the theme of tiredness: one of the biggest risk factors behind the wheel and cause of 1 accident out of 5.

While driving, so-called microsleeps can happen, causing driving moments of several seconds "totally in the dark", during which hundreds of meters are traveled without vehicle control. And the most worrying thing is you risk not remembering anything from those moments.

On World Sleep Day occasion, celebrated on March 15th, GTB Roma for Ford Italy created an awareness campaign on the topic by launching the message: "Just a few seconds are enough to lose everything", associated with the #DontSleepAndDrive and #WorldSleepDay hashtags.

In six video subjects, each of 15", a small part of the scene is blacked out, the most important one, in such a way as to lose all its meaning, just as it can happen when you are driving and sinking into a state of total blackout due to sleep. In the second part of the cut the message is launched and the meaning explained: "Just a few seconds are enough to lose everything. When you are tired, do not drive."

 Everything is also linked to the two hashtags: #DontSleepAndDrive and #WorldSleepDay. The subjects of the videos vary from sport to animals, to classic viral videos in order to hit different targets based on their preferences. The campaign was launched on Ford's social media channels Instagram, Facebook, Twitter, and YouTube.

Results in 24 hours FB/IG/YT/TW:

+9 millions reach unique users
+7 millions views
3 millions TW trend impressions

Advertising Agency:GTB, Rome, Italy
Executive Creative Director:Federico Russo
Art Director:Giulio Meoni
Copywriter:Roberto Ruoli
Account Director:Francesca Pellegrini
Social Media Director:Barbara Petricciuolo
Digital Media Supervisor:Laura Arena
Junior Digital Planner:Federica Marchetti
Head Of Production:Mara Bruschetti
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