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SAAQ begins distracted driving campaign

The Société de l'assurance automobile du Québec has begun a new campaign that highlights the risks of using mobile telephone while driving. The online campaign, developed by Lg2, features creative in which stunt drivers recreate car collisions that can happen when drivers become distracted.

“I chose to use the idea of a ‘screen within a screen’ to emphasise the never-ending risk posed by mobile phones if people continue to act recklessly,” said online video director Olivier Staub of production company Great Guns. “I didn’t want the advert to look like a slideshow, so we shot every necessary angle and perspective in order to reconstruct an animated 3D environment in CGI, preserving all the organic perspective and focus changes.”

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