Thailand – Toyota Motor Thailand has partnered with Dentsu Thailand for its 2025 road safety campaign, transforming parts of Bangkok into immersive “Checkpoints of Loss” that highlight the emotional consequences of speeding-related accidents.
Carrying the message “The Faster You Go, The Faster You Lose”, the campaign—titled Save Speeding Loss—aims to shed light on the shared grief and long-term impact left by road traffic fatalities.
At the heart of the campaign is the transformation of Siam Square Soi 5, one of Bangkok’s busiest roads, into a series of installations visualising personal loss—from unfulfilled dreams and broken families to the enduring pain of survivors.
Checkpoint 1, Dungeon of Guilt, immerses audiences in the experience of drivers who live with the guilt of causing fatal crashes. Checkpoint 2, The Last Second, simulates the final moments of a victim’s life. Checkpoint 3, Gallery of Loss, presents the stories and emotions of those who have lost loved ones to speeding.
Beyond the capital, the campaign also reached Khon Kaen, a key city in northeastern Thailand. A prominent billboard at the Maliwan Intersection targeted commuters travelling between the airport and the city, while a smaller installation near Ton Tann market helped broaden the message’s visibility. Radio promotions and local DJ engagement further reinforced the campaign’s presence at a community level.
The multi-platform initiative spans television, radio, and digital channels, with TikTok proving particularly effective in reaching younger audiences.
Kongsak Chiamsakol, executive creative director at Dentsu Creative Thailand, commented, “Road traffic fatalities in Thailand are one of the highest in Asia. When it happens, it leaves behind more than just broken vehicles—it leaves shattered lives.”
He continued, “Our goal was to create a shared moment of reflection, not fear. By making loss visible and tangible in everyday spaces, we hoped to spark real change in driver behaviour and emphasise that the consequences of speeding ripple far beyond the driver alone.”
The campaign supports Toyota’s ongoing road safety advocacy in Thailand by encouraging reflection on how the consequences of speeding extend beyond the driver to affect families and communities.
Sirivit Preechasut, general manager at Toyota Motor Thailand, shared, “For 36 years, Toyota has persistently campaigned for road safety in Thailand. This year, we wanted to go beyond awareness and create a deeply human experience. Dentsu Creative Thailand has successfully helped us to execute our vision by bringing these checkpoints of loss to life. We believe true awareness comes from empathy, and this campaign allowed us to show how the pain of speeding is not isolated—it affects everyone.”
