Preventable’s painful truths
The accident prevention initiative offers a hilarious and hard-hitting reality check for people who think safety precautions don’t apply to them.
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Credits
View on- Agency One23West/Toronto
- Production Company Suneeva
- Director Tom Kuntz
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Credits
View on- Agency One23West/Toronto
- Production Company Suneeva
- Director Tom Kuntz
- VFX The Vanity
- Music/Audio Vapor RMW
- Chief Creative Officer Bryan Collins
- Chief Creative Officer Rob Sweetman
- Creative Director/Copywriter Kyle Waye
- Creative Director/Art Director Jake Bundock
- Producer Aliya Tarmo
- DP Rodrigo Prieto
- Editor Brian Williams / (Editor)
- Music/Audio Dustin Antsey
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Credits
powered by- Agency One23West/Toronto
- Production Company Suneeva
- Director Tom Kuntz
- VFX The Vanity
- Music/Audio Vapor RMW
- Chief Creative Officer Bryan Collins
- Chief Creative Officer Rob Sweetman
- Creative Director/Copywriter Kyle Waye
- Creative Director/Art Director Jake Bundock
- Producer Aliya Tarmo
- DP Rodrigo Prieto
- Editor Brian Williams / (Editor)
- Music/Audio Dustin Antsey
The Community Against Preventable Injuries BC and One23West have launched this comedic yet impactful campaign, titled The Truth Hurts, that’s designed to show British Columbians the harsh truth behind the lies they tell in unsafe situations.
Realised through Suneeva director Tom Kuntz’ witty and absurd directorial vision, the trio of spots depict three arrogant characters as they justify to themselves why it’s okay to do something dangerous.
The scene drifts into a surreal dream as impressed onlookers applaud their skill and audacity, only to snap back into reality as it’s revealed to be a concussion-fuelled hallucination upon waking from a near‑fatal accident.
“When the research basically told us that the lies we tell ourselves lead to serious injuries or worse, we knew we had something that would feel different and really break through in the PSA space.” said Kyle Waye, Copywriter and Creative Director at One23West.
