Marcus Rebeschini Regional Chief Creative Officer Kit Ong Executive Creative Director Vuong Nguyen Senior Art Director Huy Nguyen Senior Art Director Khoa Lam Art Director Mita Vu Junior Art Director Thach Thao Nguyen Copywriter Ngoc Bui Senior Copywriter Le Nguyen Copywriter Teddy Nguyen Producer Huy Ho Studio Manager Bao Duong Designer, Cuong Nguyen Designer Hung Nguyen Digital Creative Hau Pham, Alex Mcmillan Photographer Dung La Account Director Tuan Pham Senior Account Executive

SPECIAL THANKS to my father as behind the scene consultant, mechanics, engineers, workers, transporters, school/building staffs for helping us make this happen :).

CHALLENGE | In 2012, there were 36,400 traffic accidents in Vietnam. 9,848 people died, and 38,064 injured. There are many causes for these numbers, and speeding is one of them. Anti-speeding campaigns have been done by our client and others to different results, so what could we do with a fraction of a budget from the ones before?

IDEA

We skewed speeding from a totally different angle to make people stop, stare and talk. We equate crashing when speeding to falling off a building.

EXECUTION | We created an installation of a motorbike that has seemingly plunged down from different floors of buildings around Ho Chi Minh City. A different speed equates to a different floor of a building. We worked with colleges, universities and office buildings for maximum exposure.

RESULTS | People stopped and talked about the installation. Most took photos and video. We hope as we tour Ho Chi Minh City with the installation that more exposure will create more talk and fewer accidents.