In 2022, the Peruvian authorities established new traffic and speed regulations in the streets, avenues, shreds, and highways due to the increase in accidents, many of them, ending the lives of many Peruvians.
However, these measures were not well received; most drivers think they are excessively exaggerated and have expressed comments such as "walking I go faster" or "this way we will all drive like my grandmother". Drivers in Peru have not measured the effects of having an accident, believing that nothing will happen to them if they have an accident.
As a result of this problem, Hyundai Peru was inspired by recent Latin American studies where the impact of an accident at a certain speed is directly related to falling from a certain height. In this way, our brain can automatically imagine the effects and what could happen to us if we fell from that height.
Agency: arena by havas group
CCO: MAURICIO MALDONADO
CD: KAREN ALIAGA
HEAD OF ART: DANIEL ALVAN
AD/CW: manuel salazar & cHRISTIAN BLANCAS
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