Client: The Dawn Project

 

While exploring avenues to raise awareness of the dangers of Tesla's Full Self-Driving software, a series of short form social media clips were created utilising a more direct and shocking approach to engage with a younger audience on alternate platforms.

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This divergence from the prior social media marketing approach was instantly successful, with the most viewed garnering a million views in under a day, and continuing to grow to over 28 million at present, surpassing any other organic or paid social media posts. The prevalence of the campaign embedded the issues into conversation, leading to their inclusion in modern media landscapes.