
Agency	Hungry Boys
Creative head	Vlad Sitnikov
Author of idea	Artur Mirochnichenko
Product	AlfaStrakhovanie
Description	crushthespeed.com Goal show social responsibility brand and make make unusual awareness campaign Problem: Moscow saw 203,597 road traffic accidents resulting in 258,618 injuries and 27,991deaths in 2012 alone. Violation of the speed limit is a major contributor to these statistics. Insight: In Russia there are plenty of people who using Video Recorders on their cars. So we saw on youtube.com a lot of video, from peoples video recorders that when they saw a smashed car they slow down the speed Idea: Distressing road safety campaign controlled by Facebook users. ‘Crush The Speed’ campaign will make use of cars that have been involved in fatal road traffic collisions in a bid to curtail the lethal habit. The idea works because it is simple insight How we could stop the car madness? Warning signs, speed bumps and even wreaths by the roadside do not work and the number of accidents continues to grow... But, there is something that always attracts drivers’ attention and forces them to slow down. Smashed cars. Project An online platform where people can stand up to the boy racers. Select the location where you want to place our "warning sign" - a written-off car. Crushed cars will prevent new accidents. By reducing the drivers’ speed we will reduce the number of accidents and emergency situations.The campaign takes cars that have been totalled in previous accidents and places them along the roadside. What makes this effort truly unique is that by logging on to social networks and the 'Crush The Speed' website, the public can view Google Maps and vote to determine the location of where the next wreck should be placed. The temptation to look at the aftermath of a car crash on the road is strong and this is a powerful way to promote road safety online and on the roads. But we get a really good PR value. So because of about 200 publications around the word it made a traffic too. Results: -100 mentions in global media (during launch week) -3m people have learned about the project -Dozens of new cities want to participate (Madrid, Rio de Janeiro, Novosibirsk, Saint Petersburg, Yekaterinburg)
Advertiser	AlfaStrakhovanie
Team members	Team Hungry Boys Creative director - Vlad Sitnikov Creator - Arthur Miroshnichenko Motion Designer - Maxim Malakhov Producer - Viktor Kozlov Designer - Ilya Shakirov Programmer - Anton Perepelitsyn "Alfa Insurance" Director of marketing communications - Svetlana Beri

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