THE FATAL FIVE CAMPAIGN
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Michelin teamed up with Carse & Waterman to create The Fatal Five for #Roadsafetyweek2016; Michelin and ourselves were aiming to target a young audience using fast, vibrant and alluring videos to grab the viewer's attention, while delivering a small direct message. Keeping the tone fun and entertaining is a less serious way to get the message across,whilst offering each fatality through entertaining visuals has given the viewer a chance to see upfront the seriousness of the campaign.
“By having a simple red car as our main character we have been able to leave the car nameless, genderless etc. just a blank entity for the viewer to enjoy creating their own ideas” - Gary Carse
WHY 3D ANIMATION?
The decision to use 3d animation was made with great care. We spent some time researching the target audience for the campaign - ideally 17-25. The generation of computer whizzes, gadget hoarders and endless techno experts! Realising our audience prefer the use of Facebook and instagram as part of their daily routine, and fast paced graphic games and films as the most used forms of entertainment, we looked at popular media stations and shows such as Family guy to source inspiration for our eye catching visuals that can be shown on any of our wanted platforms to entice our audience.