The DGT and Ogilvy Launch "Viva Vivir", a Campaign that Puts Life at the Heart of Road Safety

Apr. 16, 2025

The Directorate-General for Traffic (DGT) presents, alongside Ogilvy Madrid, "Viva Vivir", the first campaign launched after winning the new public tender. A national campaign that goes beyond raising awareness. Because if there’s one thing that defines Spain, it’s that it’s bursting with life — too much to lose it on the road.

With an emotional and deeply human tone, the campaign puts the focus on what truly matters: life in its fullest sense. Everything that makes living here so special — hugging, laughing, sharing, celebrating — is what we want to keep doing. And to do that, we have to make it home.

The spot is told from a unique point of view: the DGT helicopter. A real and symbolic perspective that flies over our roads to remind us of all that’s at stake. Because driving well isn’t just about following the rules — it’s about protecting what we love.

Alba López and Antonio Pelufo, Senior Creatives at Ogilvy said:

"DGT has always spoken about death, but its main goal is to protect life. ‘Viva Vivir’ is a particularly powerful concept when it comes from an institution like the DGT, as it opens a new communication path that highlights everything we should never lose on the road."

 

“Viva Vivir” marks the beginning of a new communication territory for the DGT — one built to strengthen its brand and connect on a more emotional level. The campaign is already live across digital media, TV, radio, outdoor, and social platforms. It was produced by Agosto, with postproduction by Hogarth.