BACKGROUND
Young drivers are one of the most vulnerable groups on Slovak roads. Traditional police campaigns keep warning them about speeding, dangerous overtaking or reckless driving. But the message often struggles to reach them where they actually spend their time and attention.
INSIGHTThe same young drivers who break traffic rules in real life spend hours doing exactly the same thing in GTA - speeding, running red lights and ignoring every rule of the road. So instead of asking them to pay attention to another road-safety campaign, we entered the game they were already paying attention to.
IDEA
We turned the world’s most famous game about breaking traffic laws into a driving school.
The President of the Slovak Traffic Police teamed up with one of Slovakia’s biggest gaming YouTubers and joined him inside GTA. While he played, a real police authority became his virtual driving instructor - pointing out dangerous situations, explaining traffic rules and turning moments from the game into lessons for real roads.
Awards
Gold — Digital Pie
Finalist — New York Festivals Advertising Awards
6× Shortlist — MAD STARS
Finalist — New York Festivals Advertising Awards
6× Shortlist — MAD STARS
