Distracted driving accounted for one in three fatal road accidents in Chile, yet traditional awareness campaigns struggled to capture public attention.
'Social Wreaths' drew inspiration from ‘animitas,’ Chile’s culturally significant roadside memorials, to deliver a poignant and culturally relevant message. By reimaging traditional animitas as floral representations of app logos like Instagram, Facebook, WhatsApp, and TikTok—turning them into sobering reminders of the link between mobile phone use and road fatalities.
The campaign achieved a 17% reduction in road deaths, the lowest number of deaths on the road since 1993, received widespread media coverage, and was praised by the Chilean Minister of Transport as a “powerful idea that amplifies our message.”
CREDITS:
Global Chief Creative Officer VML Health and Wellness: Mel Routhier
Chief Creative Officer VML LATAM: Nino Goldberg
Global Head of Craft VML Health: Natxo Díaz
Chief Creative Officer VML Chile: Raimundo Undurraga
VP Creative VML Chile: Samer Zeidan
Regional Operations VML: Facundo Palacios
Group Creative Director & Head of Art VML Health: Leo Rincón
Creative Director & Head of Copy VML Health: Eduardo Domínguez
Senior Art Director VML Health: Cristina Calabuig
Senior Motion Graphic Designer VML Health: Nicolás Sierra
Senior Copywriter VML Health: Ana Sofía Chávez
Senior Art Director VML Chile: Seba Ulloa
Senior Copywriter VML Chile: Cristóbal Sáez
Account Director, VML Chile: Bárbara Ríos
Account Supervisor VML Chile: Macarena Silva
Chief Creative Officer VML LATAM: Nino Goldberg
Global Head of Craft VML Health: Natxo Díaz
Chief Creative Officer VML Chile: Raimundo Undurraga
VP Creative VML Chile: Samer Zeidan
Regional Operations VML: Facundo Palacios
Group Creative Director & Head of Art VML Health: Leo Rincón
Creative Director & Head of Copy VML Health: Eduardo Domínguez
Senior Art Director VML Health: Cristina Calabuig
Senior Motion Graphic Designer VML Health: Nicolás Sierra
Senior Copywriter VML Health: Ana Sofía Chávez
Senior Art Director VML Chile: Seba Ulloa
Senior Copywriter VML Chile: Cristóbal Sáez
Account Director, VML Chile: Bárbara Ríos
Account Supervisor VML Chile: Macarena Silva
Marketing Director, Government of Chile: Montserrat Bauzá
Marketing Consultant, Government of Chile: María Paz Veyl
Marketing Consultant, Government of Chile: María Paz Veyl
Communications Director, Ministry of Transport: Rodrigo Reyes
Production House: BlackStar
Sound Production: Sauvalle
Production House: BlackStar
Sound Production: Sauvalle
