RICHMOND, Va. — Two Tango Collaborative has developed a new, fully integrated campaign for the Virginia Department of Motor Vehicles Highway Safety Office to promote pedestrian safety as more distractions influence road safety behaviors.
The campaign plays on the human truth that drivers will stop and watch a turtle cross the road, coo at a family of ducks, and even swerve to avoid hitting a squirrel. But when a human slows them down? Patience wears thin and attention spans shrink.
“It’s a situation we can all relate to — both as drivers and pedestrians,” said Erin Sarro, executive creative director at Two Tango. “We used this behavioral contrast to remind pedestrians just how important it is to stay alert and careful when crossing the street.”
Two Tango partnered with Director Brian Camp of Brian Camp Pictures and Preymaker, a prolific and groundbreaking content and creative studio to create the new DMV pedestrian safety commercial. Based in the familiar nature documentary style, the principal film of the “You Are Not a Duck” campaign pays homage to nature documentaries, British narrator and all. Directed and filmed by Brian Camp, the live-action footage was enhanced with CGI elements, including a mother duck and duckling, created by Preymaker. Every detail – from beak to tail – was meticulously poured over to make the animals hyper realistic and seamlessly integrated into their real-world environments.
“My aim was to craft a story that flowed effortlessly and allowed me to bring to life the exact images, actions, and scenes I envisioned.” explained director Brian Camp. “From an overprotective mother staring down an approaching vehicle to a curious, playful duckling tumbling from a log, I sought complete control over every frame, including the camera placement and most importantly, the animal’s actions. I realized that achieving the scenes I had in mind would necessitate the use of CG ducks and fortunately, my friends and collaborators at Preymaker were as enthusiastic about the project, going above and beyond to help realize my vision.”
Tactically, in addition to TV and digital, Two Tango capitalized on the environment of out-of-home and audio placements to make bold reminders to drivers and pedestrians.
In Your Ear Studios mixed the audio and radio spots.
The campaign will be live throughout Virginia until the middle of October
2024. To see the work, click here.
Based in Richmond, Virginia, Two Tango is an advertising and marketing collaborative that puts humans before brands. Our creative and media teams work in lockstep with each other and our clients to uncover truths that connect with their audiences in the deepest way. Experience includes Virginia State Police, Mercedes-Benz, Wounded Warrior Project, Papa Johns Pizza, Sherwin-Williams and the Virginia Lottery. For additional information, visit twotango.co.
