Accenture Song Creates its First Campaign for the General Traffic Office (DGT)

Apr. 03, 2023

Today the DGT (General Traffic Office) presents, in collaboration with Accenture Song, Lies, a national campaign featuring a version of the popular classic Vamos a Contar Mentiras (let's tell lies), with the aim of raising awareness of the problems generated by alcohol consumption and driving at a key time: Easter Week, when the number of car trips surges.

In Spain, 1 in 3 drivers who died in 2019 had consumed alcohol. There is a perception that the risk of an accident only increases in cases of very high alcohol levels. But this is not true: its negative effects on driving set in even after low levels of consumption. The only really safe rate is 0.0. Taking this fact as a reference point, the campaign spotlights those situations where people "convince themselves" that they can drive, even if they have been drinking.

The ad begins at a bar, where a father is having a few beers just before picking up his daughters at a football game. After this, we witness a series of everyday situations perceived as "normal" and in which alcohol is present/recurrent. In the background, we hear the version of the classic Vamos a Contar Mentiras, sung by children articulating phrases that adults often say after those dinners, vermouths and small social events at which alcohol is consumed, before they get in their cars, convinced that they can drive, without considering the consequences. The campaign sends out an alert to society, seeking to fight against these practices, as only 0 alcohol has 0 consequences.

Lucia Angulo, Head of Creative Business for Accenture Song Iberia, said:

"Our objective was to address the issue of driving and alcohol from a new perspective in order to change behaviors in the face of this incompatible combination, said in a thousand different ways, but that society does not seem to grasp, given the numbers of accidents and the mortality rates. Music has played an important role, and so have lies. We worked with the strategy and research team to identify the most common excuses, in order to refute them."

 

Juan Silva, Chief Creative Officer at Accenture Song Iberia, said:

"Although lies are the foundation of the creative execution, if there is a term that defines the campaign for me, it is 'Reflection', because, what we see in it reflects us, for better or for worse. It reflects us as a society of which alcohol is part, and that tolerates it, even in settings where its consumption should not be accepted. We tend to blame young people for normalizing drinking and driving, but, in the end, their behavior reflects what they see at home."

 

The spot was directed by Norman Bates, the renowned, award-winning duo of international directors, and produced by Rebolución, a production company founded by the also award-winning Armando Bo, now represented in Spain by Ramón Corominas.

The Accenture Song agency won the creativity competition organized by the DGT to create the agency's advertising campaigns. The campaign features two 30” and 20” TV spots, a 75” spot for internal media and social networks, two radio spots (30” and 20”), graphics (magazines and inserts) and an outdoor, digital display and social media plan.