S&S Save Young Drivers' Lives with Embarrassment
Toyota create Safe & Sound, an app that can block social media notifications and more for young drivers.
Credits
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- Agency Saatchi & saatchi London
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Credits
powered by
- Agency Saatchi & saatchi London
- Post Production Unit
- Editor Kirkland & Rafalat
- Art Director Linda Weitgasser
- Art Director Jose Hernandez
- Copywriter Victor Moron
- Copywriter Alex Sattlecker
- Agency Producer Ally Dean
- Executive Creative Director Andy Jex
- Executive Creative Director Jason Mendes
- Executive Creative Director Rob Potts
- Director Kirkland & Rafalat
- Producer Fritzi Nicolaus
- Global Chief Creative Officer Kate Stanners
Credits
powered by
- Agency Saatchi & saatchi London
- Post Production Unit
- Editor Kirkland & Rafalat
- Art Director Linda Weitgasser
- Art Director Jose Hernandez
- Copywriter Victor Moron
- Copywriter Alex Sattlecker
- Agency Producer Ally Dean
- Executive Creative Director Andy Jex
- Executive Creative Director Jason Mendes
- Executive Creative Director Rob Potts
- Director Kirkland & Rafalat
- Producer Fritzi Nicolaus
- Global Chief Creative Officer Kate Stanners
One in five drivers will have a crash in the first year, with the prime culprits being speeding and using a mobile while driving. Toyota and Saatchi & Saatchi aim to prevent both of these things with one app; Safe & Sound.
When turned on, this driving safety app will block social media notifications and calls (whilst keeping Spotify and Google Maps able to run) every time it detects speeds of over 9 mph.
More ingenious, however, is the second feature, which acts as a deterrent from drivers playing with their phones while driving. The app can be paired with a parent/guardian/the owner of the car's phone. Then, if the driver goes over the speed limit, or picks up the phone, their Spotify playlist will cut out, to be replaced by their parent's music. In a phrase, drive too fast and Stormy becomes Céline Dion.
This is all shown in a launch film [above], directed by Kirkland & Rafalat of Rumble, showing a boy racer trying to impress the girl in his car with his speed, only for his music to cut out and be replaced by the weird child singing taken from, we can only assume, the elevator ride to Hades.
Global brands ECD of Saatchi & Saatchi Jason Mendes explained the thinking behind the app; “tell teenagers to turn their phone off in a cinema and they will [he obviously hasn't been to shots' local multiplex...] – tell them to turn it off in a dangerous situation, like driving a car, and they won’t. Go figure. However, for teenagers, the threat of embarrassment is far more severe than the threat of injury - that insight we thought was a powerful platform to create something that would cut through, make a difference and ultimately continue the conversation around safety.”
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Connections
powered by
- Agency Saatchi & Saatchi London
- Post Production Unit
- Production Rumble Studios
- Art Director Linda Weitgasser
- Executive Creative Director Andy Jex
- Executive Creative Director Rob Potts
- Executive Creative Director Jason Mendes
- Global Chief Creative Officer Kate Stanners
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