Context
Kids between 12 and 18 years old are putting themselves in danger at crossings and other places around the train tracks. Prorail as the main responsible wants to alert these kids on the dangers. However their main asset are almost-gone-wrong videos, can’t be used in a campaign.

Insight
The dares of crossing a train tracks during a stop sign, mainly comes from haste and not seeing the danger, therefore risking their lives in order to get to school on time.

Solution
To actually make an impact we show kids what will happen when they do cross it and something goes wrong with ‘The last message’. Stepping into their world of sending a quick message to friends, family or lovers they can’t wait, getting ‘hit by a train’ in the action.

As part of a National campaign, we created 2 OLV, OOHs en Social where we showed this action and the possible outcomes of it. Hitting a rewind to make them rethink their decision the next time they want to cross in a hurry.

As part of the creative duo, I conceptualized and executed the entire project with my team mate.