DDB Latvia Wins Silver Hammer, Special Prize at Golden Hammer Festival

The Latvian Road Traffic Safety Department (CSDD) safety campaign “Vestenger Of Light” is continuing its victory march, with the silver medal won at the Baltic PR festival being supplemented now with the Silver Hammer prize from the Golden Hammer advertising festival in the category of social PR projects. Vestenger of light used an experiment to show the effectiveness of people wearing reflective vests. This was the most often watched CSDD video, and the one that people shared the most often. In comparison to last year, 10 lives were saved this year because of the reflective vests.

The second CSDD campaign, “Look the road in the eye” received a finalist diploma and a special prize from the festival’s partnership, the Inchcape BM Auto dealer of Jaguar automobiles. Statistics show that 75% of drivers use a mobile phone while driving, and the campaign used a simple, but powerful analogy about looking into the eyes of the person with whom one is conversing. If people forgive such impolite behaviour, the road does not. It hits people without any mercy at all.

The finals of the international Golden Hammer advertising festival this year involved 91 projects from 14 countries. Ten of them came from Latvia. 18 projects received a Golden Hammer, while 27 received a Silver Hammer. Latvian agencies won one gold and four sliver hammers. The full list of winners and all of the relevant case studies can be found here.