"To Die or to Lose Your Life": The New Campaign Created by Ogilvy for DGT

Oct. 23, 2025

Ogilvy Madrid has created the new awareness campaign for the Directorate-General for Traffic (DGT) that invites reflection on the cost of recklessness on the road. Under the concept "In a traffic accident, you can die or lose your life," the initiative presents an uncomfortable truth: in an accident, one not only risks their own life, but also the possibility of continuing to live with a peaceful future.

The central piece portrays the torment of a person who, after causing an accident in which two people died, is forever marked by the emotional and moral burden of having been responsible for the tragedy. The campaign shows how, even if you survive, if you are the cause, your life also remains on the road.

Guille Fernández and Pablo Poveda, creative directors at Ogilvy Madrid stated:

"That a distraction at the wheel can cost you your life is something we already know. They have been telling us this over the years. What hasn't been shown as much is what happens to the perpetrator. We have focused on the idea that -if they survive- their life also remains on the road, because what comes after the accident is not living,"

 

Going a step further

With this approach, the aim is to go beyond traditional prevention messages to highlight the consequences faced by the perpetrator. The condemnation of dragging the psychological and social aftermath of their actions.

The campaign is on air from October 22 on television, outdoor media, and digital channels, with a comprehensive deployment that seeks to reach all types of audiences. Production was handled by Roma, managed by Hogarth, in collaboration with ISILIK for sound design.

With this new work, Ogilvy reinforces its commitment to the fight against road accidents, appealing to collective responsibility and the human impact of every decision made behind the wheel.