Ogilvy Social.Lab for ProRail

Judges were astounded with Ogilvy’s creative, thought-provoking campaign for Netherlands’ ProRail. To halt the dramatic rise of the number of people killed on and around railways, many of which are young people, Ogilvy took a highly creative approach to a complex brief. By disguising a youth safety campaign as the next big thing in fashion, Ogilvy managed to reach the hard target audience and ultimately saved lives with a relatively small budget.