The DGT's devastating guilt triggers

DGT (General Traffic Office) – Living with the Guilt

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Agency Accenture Song/Madrid
Production Company Republicana De Cine
Director Fran Torres

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Credits

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Agency Accenture Song/Madrid
Production Company Republicana De Cine
Director Fran Torres
Sound Sonomedia
General Creative Direction Juan Silva
Audiovisual Production Manuela Zamora
Audiovisual Production Cristina Cortizas
Music Jose Battaglio

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Continuing its impressively intense campaign for the DGT (General Traffic Office in Spain), Accenture Song Madrid is once again not holding back when it comes to addressing the devastation caused by road incidents.

Named Living with the Guilt, the series is a trio of films that show two of the victims of an accident addressing the camera; one the driver now dealing with the consequences of their actions, the other a gory remnant of the person they killed.

Bravely not shying away from showing youngsters as the tragic subject of the cautionary tale, this impactful series continues to impart its message with impact.

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DGT (General Traffic Office) – Living with the Guilt - David & Juan

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DGT (General Traffic Office) – Living with the Guilt - Martín & Carlos

Lucía Angulo, Head of Creative Business, noted: "With this campaign what we want is for the viewer to understand that the driver not only kills someone, but also 'kills' a part of themselves, and their world. They will never be the same again."

The campaign drew inspiration from the sentiments of guilt expressed in an Accenture Online Panel, where drivers identified that the most profound consequence of causing an accident would not be imprisonment or serious physical harm, but rather the enduring guilt that might last for years or even a lifetime. Based on this insight, a creative strategy was devised, culminating in the slogan: "When you kill someone on the road, you kill them every day of your life."

"We wanted to show the feeling of guilt from a different angle," adds Chief Creative Officer Juan Silva. "To talk about living with something terrible that affects you for the rest of your life. That's why we looked for a tone that uses impact, but also everyday life, and in each medium we adapt the tone to continue this narrative."