ACI Ready2Go and Armando Testa together to fight distraction at the wheel.

ACI Ready2Go, the National Network of driving schools affiliated to the training methodology of the ACI (Automobile Club of Italy) and the Armando Testa agency have created a new campaign dedicated to building awareness of one of the most serious dangers regarding road safety: using a mobile phone while driving. 

The creative concept was developed from a powerful insight: the compulsive use of our mobile, deeply rooted in our daily routines, often leads us to become distracted from what really matters. 

If this distraction means that we miss important moments every day, at the wheel it can make us lose what is most dear to us: our very lives. 

So, ACI Ready2Go and Armando Testa are addressing young people and adults with a simple but powerful call to action: “concentrate on life”. The goal is to get people thinking about the importance of being present, aware and responsible, above all in situations where a fraction of a second can make all the difference between safety and danger. 

The campaign comes at a crucial time, coinciding with the implementation of the new Highway Code, which includes increased sanctions for anyone using a mobile phone while driving, the main cause of road accidents, as confirmed by statistics.  

Against this background, the educational message of the campaign takes on even more current importance: it is essential to promote cultural change which encourages responsible behaviour to protect your own safety and that of others. 

With this initiative, ACI Ready2Go reaffirms its leading role in promoting more aware mobility.  

The ad https://youtu.be/xvixsa8WYJw developed in cuts of 45”, 30” and 15” is online from 23 December with Social planning managed by Media Italia, followed by a cinema flight during the holiday period.

Credits:

Client: ACI Ready2Go

Agency: Armando Testa 

Executive creative direction: Georgia Ferraro, Nicola Cellemme

Creative team: Roberto Capodanno, Francesca Graziani

Head of client service Turin: Giovanna Farè

Client service: Chiara Bonet

Production company: Filmine