Overview

The piece Terremoto, created for McCann AMEN Uruguay and its client Ministerio de Transporte y Obras Públicas de Uruguay, is a powerful road safety campaign. Set in Montevideo, the commercial presents an imaginary and striking scenario: an earthquake shaking the city, a phenomenon nonexistent in Uruguay, which had a significant impact on the audience. Through intense cinematography and special effects, the story draws a parallel between natural disasters and preventable traffic accidents, delivering a strong message to viewers.

Challenges & Approach

The biggest challenge was achieving a realistic and moving representation of a city in crisis, ensuring that the message was delivered with impact. To achieve this, we combined high-quality CGI effects with immersive cinematography, showcasing the destruction in a way that felt both striking and believable. The locations also played a key role in maintaining authenticity.

The Result

The campaign successfully captured public attention and quickly went viral. Terremoto stood out for its visual impact, using powerful storytelling and high-level production to convey an urgent message. The comparison between a natural disaster and traffic accidents prompted the audience to reflect on the importance of responsible driving, leaving a lasting impression.