Whoa, humans, whoa

Spanish production company Lee Films presents this ad, directed by SEGA, with creative by Madrid-based agency Mono.

With the sustainability of our planet an increasingly pressing issue, Spain's postal service, Correos, is calling on humans to slow down, encouraging a more responsible use of urgent shipments.

In this black and white world, a slender white horse pulls us along; it's the one who pulls the reins, making us distinguish what is really urgent from what is not. We can see perfectly represented the contrast between the people running from one side to the other, while the gentle horse conveys calm and serenity. The high speed helps the subtlety of the message.

With an impeccable visual style, this story allows us to realise that humans are not innocuous. The world is becoming more and more globalised; we must find a balance between today's society and a more sustainable world. We must not let ourselves lose the present by only looking forward to the future.