2022 Winners & Shortlists

Write a short summary of what happens in the film

It’s become almost second nature to hop on a video meeting for work, at all times of day, from anywhere. They have become an ever present part of our lives, and many of us are guilty of taking a call, even when driving. In this film, a group of co-workers on a video conference are faced with the grim reality of distracted driving when one of their colleagues abruptly leaves the call.

Please tell us how the brand purpose inspired the work

Not too long ago, road accidents were the second highest cause of death in the UAE. So it goes without saying that road safety is an important issue in the country. It’s also an important issue for Peugeot who invest heavily in safety aid technologies for their vehicles, and work with various government organizations to educate and inform people on the importance of being safe on the road. A recent study conducted by Peugeot in the UAE & Saudi Arabia revealed that over 70% of motorists used video conferencing platforms while driving, with nearly 7 out of 10 people saying they did feel more distracted whilst doing this. Peugeot’s brand promise of delivering quality time for all compelled them to launch the ‘Disconnect before you drive’ campaign to encourage people to think twice about connecting to video calling apps whilst on the road, ultimately making everyone’s lives safer.