DEATHS by J. Walter Thompson Sao Paulo for 91 Radio Rock

DEATHS

Pin to Collection
Add a note
Industry TV Channels/Radio Stations and Programmes
Media Design & Branding, Case study
Market Brazil
Agency J. Walter Thompson Sao Paulo
Art Director Angela Bassichetti | Rodrigo Adam | Vitor Veras
Copywriter Rafael Freire, Leandro Pinheiro | João Braga | Fabio Maca
Producer Paranoidbr
Released June 2012

Awards

Cannes Lions 2012
Design Lions Broadcast Design and Graphics Incl. Animation Bronze

Credits & Description

Type of entry: Graphic Design & Design Crafts
Category: Broadcast Design and Graphics Incl. Animation
Advertiser: 91 ROCK
Product/Service: 91 ROCK
Agency: JWT BRAZIL São Paulo, BRAZIL
Advertiser 91 ROCK
Product 91 ROCK
Entrant JWT BRAZIL São Paulo, BRAZIL
Type of Entry: Graphic Design & Design Crafts
Category: Broadcast Design and Graphics Incl. Animation
Title: DEATHS
Advertiser/Client: 91 ROCK
Product/Service: 91 ROCK
Entrant Company: JWT BRAZIL São Paulo, BRAZIL
DM/Advertising Agency: JWT BRAZIL São Paulo, BRAZIL

Executive Creative Director/Creative Director: Roberto Fernandez (JWT)
Executive Creative Director/Creative Director: Ricardo John (JWT)
Copywriter: Leandro Pinheiro (JWT)
Copywriter: Rafael Freire (JWT)
Art Director: Rodrigo Adam (JWT)
Art Buyer: Renata Sayao (JWT)
Art Buyer: Paula Ferrari (JWT)
Illustration: Daniel Semanas (JWT)
Illustration: Guma (JWT)
Illustration: Paulo Stoker (JWT)
Account Manager: Fernanda Antonelli (JWT)
Planner: Fernand Alphen (JWT)
Producer: ParanoidBR (ParanoidBR)

Brief Explanation
Even after the implementation of a tough zero tolerance drink-drive legislation, the numbers of accidents and deaths caused by drink driving are still very high amongst young Brazilians.

So the challenge was to tell the stories of infamous rock stars who had the craziest lives – and deaths – to help 91 Rock communicate to youngsters that there are more interesting ways to enjoy life, and eventually die, than in an average and very predictable car crash. The objective is to help 91 Rock get this message out and reduce the number of deaths by drink driving amongst young drivers.

Describe the brief from the client
Reach out to youngsters about the dangers of drinking and driving in a more impactful and rock 'n’ roll way.




Describe the creative solution to the brief/objective.



To tell the stories of the crazy deaths of some of the most famous rock stars in history, we chose a very fluid and psychedelic style of animation. The colours, movement and choice of illustration relate back to the old days of rock n’ roll and has strong appeal with the young rock audience.




Describe the results in as much detail as possible.



The film aired on prime-time network television and reached thousands of spectators. The repercussion was great and the radio station received hundreds of comments on its Twitter page, and listeners called in to talk about the campaign.