广告主：比利时公路安全协会Belgian Road Safety Institute
广告执行：如何有效的倡议开车的人应该放低速度呢？营销人员从官方超速记录中找来六名人员，然后协商家属(朋友)参与活动；接着邀请这些开车超速的人来参与一场葬礼，他们的朋友在葬礼上反思过世的朋友，反思超速驾车的危险等等，而这一切原来都是为这位超速司机所做的“葬礼”；最后这些家属朋友们念完悼词走向主角的时候，大家都相拥而泣，感谢上帝并没有夺取其生命....
营销人员在活动现场放置隐式摄像头，把整个活动录制剪辑放到Youtube上，共吸引了三百多万的点击率...
附葬礼悼词
She had barely started living her life on this earth. Death may be difficult to accept but it’s part of life after all. Let’s take a moment to reflect on this. Some close friends and family will now say a word. “I thought this only happened to others. But now here I am. Why did you have to go? Why you? The person I did everything with? With whom I could share everything? I met you almost 20 years ago. You are the brother I never had. I remember those Sunday mornings. We used to play catch on Mum and Dad’s bed. We still had a list of things to do. In April we were going to Brazil together. It was the night of October 21. The telephone rang. But it wasn’t you. It was the police. Speeding, just this one time, marked the end of you. I cannot and do not want to try and understand. It feels so stupid. You in a coffin. And me even more so standing up here talking to you. My darling child. I want to be strong. But how is that possible. I am a father who is burying his daughter. It is terrible seeing you plucked from our lives like that. You were my friend, my support and my hope. You fooled around again on the road and it was one time too many. Kim, this time I can still ask you. Please be careful when you are driving. I don’t want to lose you. Please never speed again. We love you too much to lose you. Please listen to me. Slow down.” Convince your friends to slow down before it’s too late.

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