Speeding is one of the main causes of traffic accidents. Every year in Russia, around 200 thousand people are injured or killed.

The INTOUCH Insurance company, which stands for responsible driving, wanted to convey the dreadful consequences of speeding to drivers.

Some of the most viewed videos on the Internet among Russian users are crash videos captured on dash cams, which are popular across the country. BBDO Russia decided to use the format of such videos as a channel of communication.

The agency figured that inserting frames from the alternative footage into the primary one at given intervals would cause the viewer watching the timeline thumbnails to see the animation from the alternative footage instead of the primary one.

A video was then uploaded entitled "Most terrible fatal car crash ever". In the video, one car overtakes another that was maintaining the allowed speed. Nothing more.

As soon as the user drags the timeline forward to find the crash, the preview window will show the alternative sequence, in which the car veers off into the oncoming lane, where a head on collision with a truck occurs. Then the user sees our message – Don’t Rush!