Every year in France, 1,900 people die on roads they know by heart. Not unfamiliar motorways. Not extreme conditions. The road outside their door. The road they have driven a thousand times. The familiarity is the danger.
The film is a one-take scene. We are told of the lifetime friendship of Pierre, Yanis and Marc through the road of their lives: the road they know by heart. First day of school. First motorbike. First kiss. Marc narrates from inside that memory. In the final moments we understand that Marc is now an emergency responder who has just discovered the crashed car of his oldest friends. For the first time, the French Road Safety organisation communicated not with shocking images but with emotion.
Directed by Pantera, shot by Zack Spiger, the film ran for two weeks in 457 French cinemas from February 13, 2019. Because the hero is an emergency responder, fire station Facebook accounts across France shared the film organically, creating a massive free media plan that reached audiences no paid campaign could have. Covered by every major French mass media outlet.
