#3500LIVES CAMPAIGN LAUNCH CEREMONY

The #3500Lives Campaign was launched to raise public awareness of road safety and encourage responsible behavior among road users. As a creative and production partner for this meaningful initiative, Dream Studio was responsible for concept development and the execution of the campaign’s launch ceremony.

Dream Studio chose the image of the road as the central creative concept of the event, symbolizing the choices and actions individuals make every day when participating in traffic. Building on this idea, the stage was designed as a realistic roadway, accompanied by two large LED structures constructed from vehicle tires, representing wheels in motion. The stage design, visual content, and performance elements were all developed around this unifying symbol, reinforcing the campaign’s message of responsibility, awareness, and safe road behavior.

The program was structured into three narrative chapters: Reality, Consequences, and Solutions, seamlessly integrating artistic performances with speeches delivered by representatives of government ministries and agencies. Chapter 1 opened with the performance “Vì đâu” by PB Nation, featuring 160 supporting performers, prompting audiences to reflect on the devastating human cost of road traffic accidents. Chapter 2 continued with “Gone Too Soon,” an emotional performance portraying unfinished dreams and irreversible losses caused by road accidents. The ceremony concluded with Chapter 3, where all 160 performers returned to the stage to deliver messages of safe and responsible travel through the song “Đi để trở về”.

The large-scale cast and highly symbolic storytelling approach offered a fresh and impactful way of communicating social awareness messages. For Dream Studio, the project represented an opportunity to contribute meaningful social value, spread positivity through the power of live experiences and a distinct artistic mindset, combining visual storytelling and emotional engagement.