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'Embrace Life' embraced by Cannes

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On June 26th 'Embrace Life' received a Bronze award at the prestigious Cannes Lions International Advertising Festival, placing the 90 second road safety spot amongst the best global adverts of the year.

The worldwide recognition Embrace Life has received is a far cry from its humble beginning which just aimed to reach out to the Sussex community. Filmed and produced for a fraction of most commercial budgets, the positivity, simplicity and directness of its message saw the film quickly appeal to a large number of people online and it was their heartfelt response that created the worldwide surge of interest.

Sarah Alexander, Embrace Life’s Producer, says

“We are delighted to have received the award! The Cannes Lions competition is seen by many as the highest standard within the advertising industry and to have our film up there competing with the big boys and getting a place is a true Cinderella story”

Created by Writer/Director Daniel Cox and Producer Sarah Alexander for the Sussex Safer Roads Partnership, ‘Embrace Life’ has been celebrated across the globe for its innovative approach to a familiar road safety message.  Over 13.7million people have viewed it online either through or its own dedicated site – – and it has an active following on
YouTube, Facebook and Twitter.

Now it has been recognised at one of the creative industry’s most sought-after awards – the Cannes Lions.

Neil Hopkins, Communications Manager for the SSRP comments:

“Gaining a Bronze Film Lion award is an incredible achievement for our campaign.  I am thrilled that we’ve been recognised in such a competitive field. The campaign has already touched millions of people across the world.  I sincerely hope that this additional exposure will help us to deliver real behavioural change on our roads through ‘Embrace Life’s’ simple, yet emotional message.”

Daniel Cox, Writer/Director for Embrace Life, adds:

“‘Embrace Life’ was a project fuelled by the passion to create an uplifting and engaging film for all viewers, be they drivers or passengers. The correspondence we’ve received from around the world since the films release has been overwhelmingly positive as people have seen the value of the simple act of wearing a seatbelt and the far-reaching effect it can have. To now be recognised within the advertising industry by Cannes Lions with a Bronze award is a fantastic achievement and I’m very proud of everyone who worked on the project.”

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