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2016

RSA Don’t Look Back

Company Irish International BBDO
Client RSA
  • Gold
    2 Film: TV, Cinema, Web - TV Commercial (Over 30 seconds)
Copywriter
Dillon Elliott
Art Director
Clayton Homer
Executive Creative Director
Dylan Cotter
Account Director
Ken Kerr
Account Manager
Dave Power
Agency Producer
Gráinne O'Driscoll
Production Company
Partizan
Director
Martin Stirling
Agency Producer
Miranda Johnstone
Client
Brian Farrell
Client
Annette Regan
Editor
Matt Dollings
Post–Production Company
Smoke & Mirrors
Music
Gareth Averill
Copywriter
Dillon Elliott
Art Director
Clayton Homer
Executive Creative Director
Dylan Cotter
Account Director
Ken Kerr
Account Manager
Dave Power
Agency Producer
Gráinne O'Driscoll
Production Company
Partizan
Director
Martin Stirling
Agency Producer
Miranda Johnstone
Client
Brian Farrell
Client
Annette Regan
Editor
Matt Dollings
Post–Production Company
Smoke & Mirrors
Music
Gareth Averill

In recent years, a number of high fatality collisions in Ireland have been caused by drivers becoming distracted by their children in the back seat. We homed in on a very specific behaviour that we wanted to change – drivers turning around, while driving, to tend to their child. This led us to our concept, which tracks backwards through the life of a woman who is always looking back, with regret – to that single moment when she looked back while driving, with awful consequences.

Our Collaborators

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