BBDO Russia’s ‘Fatal Car Crash’ YouTube Video shows an accident – but only if you fast-forward

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BBDO-RUSSIA-crash.jpgSpeeding is one of the main causes of traffic accidents. Every year in Russia, around 200 thousand people are injured or killed. The INTOUCH Insurance company, which stands for responsible driving, wanted to convey the dreadful consequences of speeding to drivers.

 

Some of the most viewed videos on the Internet among Russian users are crash videos captured on dash cams, which are popular across the country. Agency BBDO Russia decided to use the format of such videos as a channel of communication.

The agency figured that inserting frames from the alternative footage into the primary one at given intervals would cause the viewer watching the timeline thumbnails to see the animation from the alternative footage instead of the primary one.

The uploaded video was entitled “Most terrible fatal car crash ever”.

 

By clicking on it, the user would expect to see the accident mentioned, but the video would not meet his expectations. In the video, one car overtakes another that was maintaining the allowed speed. Nothing more.         

Because YouTube viewers are all impatient, they want to find the mentioned car crash quickly.

As soon as the user drags the timeline forward to find the crash, in the preview window he sees the alternative sequence, in which the car veers off into the oncoming lane, where a head on collision with a truck occurs. Then the user sees the message – Don’t Rush!

Nikolay Megvelidze, Creative Director

Vladlena Obukhova, Executive Director

Starodubov Alexey, Creative Group Head

Nikita Nikiforov, Strategic Planning Manager

Elina Yaroslavskaya, Digital Account Director

Yuri Mikhailov, Creative Group Head

Alexandr Lubavin, Digital Art Director

Kirill Emelyanov, Digital Designer

Ekaterina Moskvina, Senior Account Manager

Boris Sorokin, Corporate and Festival Senior Project Manager

Alexandra Bichaeva, Junior Account Manager

Boris Anisonyn, TV Production Director

Dmitriy Rubezhov, Music Producer

Albena Kovaneva, Group Account Director

Anna Lukonina, Junior Producer

 

MINT

Igor Kisil, Managing Director

Maria Kirienko, Projects Manager

Konstantin Mosalov, SMM Manager

 

FIBR Film

Andrey Kazakov, CG Supervisor

 

SAVE AS IT IS

Manu Meyer, Executive Producer

Ivan Buralkin, Executive Producer

Boris Pirogov, Assistant