Even Crash Test Dummies Buckle Up in Finland

The Ministry Of Transport in Finland faces constant challenge from the growing attitude problem amongst youth. How do you convince teens to wear a seatbelt, or better yet change their attitudes towards increasingly reckless behaviour?

Publicis Helsinki, having created a very successful multi media campaign for The Finnish Ministry Of Transport last year, set out to this year to do much more.

Teaming up with The Cannes Young Director's Award winners from 2005, Alex & Steffen of SPY films from Toronto, Canada, the multi national team has created a television campaign unlike anything else.

Using sophisticated motion capture and live action techniques, the spot creates a world where crash test dummies live & breathe, seeming to jump right off the screen.

"The spot which might seem a shock to the system, is intended as a wake up call to all young, disenfranchised people living in Finland, and will undoubtedly create as much hype as it well deserves." , says Publicis Executive Creative Director, Anthony Wolch. "While you can quite simply tell teens what not to do & how not to do it….they will continue to ignore messages that do not speak to them on their own terms."

The creative team of Tomi Winberg & Sami Antilla, are well known in Helsinki for smart, strategic work, and this spot lives up to expectation.