Project summary
The primary goal of the 'Don't Miss a Thing' campaign was to strongly and emotionally connect with the target audience and prompt them to profoundly reflect on the alarming toll of (fatal) traffic accidents attributed to mobile phones.

Research has demonstrated that simply instructing young people not to engage in such behavior fails to effectively capture their attention. Consequently, a more impactful approach was deemed necessary. A touching song was crafted, delivering the message that life is too precious to miss out on, emphasizing the potential abrupt halt to everything if one uses their phone while driving. To amplify the campaign's impact, a realistic and touching music video was created, which even broadcasted as a 90-second TV commercial.

Challenge
You have probably seen it. Cyclists in traffic are on their mobile phones all the time. Young people, between the ages of 14 and 24 (target group), in particular, apparently cannot let go of their phone, even while riding a bike. Research shows that those phones are the biggest distraction in traffic and are causing numerous accidents. The number of accidents is also rising alarmingly. Sometimes an accident results in an injury, but unfortunately, fatal accidents also occur. It is also worth noting that these young cyclists of today will be the car drivers of tomorrow. The goal was to reach out to these individuals (the target group) and really address them on an emotional level.

Idea
We aimed to create a song that deeply resonates with the target audience on multiple levels. It was crucial to find an artist within the same age group as the target audience, someone who could genuinely understand and relate to the concept of cherishing every moment in life.

It is essential that the artist is willing to commit to this problem among young people and does not see the project as a purely commercial assignment. The artist would write a song based on the video's script, the reference music, and the briefing by Interpolis, Wefilm, and Amp.Amsterdam. The artist will officially release the song and the video that goes along with it. The artist will also confirm the use of social media to reach the target audience and address the problem.

Musically we wanted to create a medium-tempo emotional song that had an atmospheric intro because in the film, we’re floating between two worlds. Mood-wise, we wanted to develop a track that had a certain feeling of wistfulness.

Relevancy
More than 40 percent of young people who say they experience FOMO (fear of missing out) have seen this feeling increase in the past two years. It is worrying to see that so many young people become involved in dangerous traffic situations because they are distracted by their telephones. We know from our longer-running barometer that more and more young people use mobile telephones in traffic. We also know that young people are aware of the risk, but still too often pick up the phone while cycling. The more young people become accustomed to using mobile phones in traffic at a young age, the greater the chance they will continue to do so later in life. The provisional figures from Smart Traffic Accident Reporting (STAR) also offer no basis for leaning back. We must prepare for the future and act collectively now. Today's cyclists are tomorrow's motorists. Therefore, if we do nothing about it, a generation of motorists will grow up who pose a risk to road safety.

Craft
Amp.Amsterdam took on the responsibility of music supervision for the project. We collaborated with the brand and director to provide guidance on potential music directions and suitable artists. Once Danique was selected, we closely supervised the composition and lyrics to ensure they seamlessly aligned with the concept and vision of the film (music video).