Greek Ministry of Transport / Greek Islands are Beautiful

Every summer, more than two people lose their lives on the roads of the Greek islands each day. To raise awareness and promote safer driving behavior among both Greek and foreign visitors, we created a campaign for the Greek Ministry of Infrastructure and Transport that contrasts the beauty of the islands with the harsh reality of road accidents. With the message “Greek islands are beautiful. But not beautiful enough to be the last thing you ever see,” the campaign ran across TV, digital, and outdoor, reminding everyone to drive responsibly and stay safe. For TikTok, the message took a humorous turn with a Spartan warrior created through Google’s AI tool VEO3 — proving that even the toughest never forget their helmet. The initiative was supported by the John S. Latsis Public Benefit Foundation.