Nicolas Buisset
DP at Das-Ding
Paris, France
Title#RespectSam (en)
BriefWe chose to reinvent the character through this film. Here SAM is seen with a new face, that of today’s youth, a youth to which we can say “respect”. Respect to you who saves, you who protects, you who puts other before yourself, you who are doing it for the first time, and you who are doing it for the hundredth. This year, and for the first time in 12 years of existence, SAM finally unveils himself. It’s a pivotal point in his history. Sam finally reveals his real face: the face of an enthusiastic and vibrant youth, that enjoys partying in all four corners of France. But also a youth that remains vigilant and responsible in regards to the risks of drink-driving. The faces chosen to represent the youth of today are unvarnished, authentic, filmed in real-world settings, often close to their homes or in places they’re familiar with and like to congregate in. Some of them are actually SAMs in real-life, not just on screen. This is what gives the film its soul and makes it so moving.
Agency
Campaign #RespectSam
Advertiser Délégation à la sécurité routière [ex Direction de la Sécurité et de la Circulation Routières (DSCR)
Brand Sécurité routière

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PostedJanuary 2019
Business SectorSubscribers Only
StorySubscribers Only
Media Type Television & Cinema
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