Buckleface Public Safety Campaign
The Utah Department of Public Safety needed a campaign that would effectively speak to 30-40 year-old males to encourage them to buckle up. Penna Powers conceived an award-winning campaign to use action heroes to promote this idea and we brought on board to make it a reality.
Action-packed Campaign
The concept for this “Click It Or Ticket” campaign was to feature iconic movie characters depicted as seatbelts. Some of the featured characters included: Captain Jack Sparrow, Princess Leia, and Gandalf.
The client loved the outcome so much they have made multiple iterations of the same spot over the past 3 years.
The Process
Production was especially challenging as the budget didn’t allow for seat belt “puppets”, so we came up with a way to animate the “buckle faces” with visual effects magic.
We worked with custom-made oversized seatbelt buckles dressed up to match all of our favorite movie characters. After filming them on a green screen, we then took them into post-production for mouth animations, giving them backgrounds and adding in more visual effects.
The Impact
The Buckleface commercials had a big impact on Utah and beyond. The campaign won a prestigious Emmy Award.
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