CAR CRASH by DNA Three Sixty for Alcon

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CAR CRASH

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Industry Traffic safety, Against alcohol
Media Design & Branding
Market Malaysia
Agency DNA Three Sixty
Executive Creative Director Kamal Gangaram
Art Director Mooky' Mundzir Abdul Latif, Rizal Khan
Copywriter Rusyan Sopian, Geets Harris
Illustrator Jiashin Foo
Released January 2012

Credits & Description

Category: Posters
Advertiser: ALCON
Product/Service: ALCOHOL CONSUMERS RIGHTS GROUP MALAYSIA
Agency: DNA THREE SIXTY
Executive Creative Director: Kamal Gangaram (DNA THREE SIXTY)
Creative Director: Car9 (DNA THREE SIXTY)
Integrated Creative Group Head: 'Mooky' Mundzir Abdul Latif (DNA THREE SIXTY)
Creative Group Head: Geets Harris (DNA THREE SIXTY)
Art Director: Rizal Khan (DNA THREE SIXTY)
Art Director: Car9 (DNA THREE SIXTY)
Art Director: Jiashin Foo (DNA THREE SIXTY)
Art Director: 'Mooky' Mundzir Abdul Latif (DNA THREE SIXTY)
Copywriter: Rusyan Sopian (DNA THREE SIXTY)
Copywriter: Geets Harris (DNA THREE SIXTY)
Designer: Jiashin Foo (DNA THREE SIXTY)
Illustrator: Jiashin Foo (DNA THREE SIXTY)
Business Director: Uzz Taufek (DNA THREE SIXTY)
Account Director: Neeta Menon (DNA THREE SIXTY)
Account Manager: Marcus Then (DNA THREE SIXTY)
Account Executive: Avril Chan (DNA THREE SIXTY)
Media placement: Poster - Ecobar - 1 November 2011 - 1 Jan 2012
Media placement: Poster - Tom Dick & Harry's - 1 November 2011 - 1 Jan 2012
Media placement: Poster - Sid's Pub - 1 November 2011 - 1 Jan 2012
Media placement: Poster - Boathouse - 1 November 2011 - 1 Jan 2012
Media placement: Poster - Deutsches Gasthaus - 1 November 2011 - 1 Jan 2012
Media placement: Poster - Quattro KL - 1 November 2011 - 1 Jan 2012
Media placement: Poster - Library - 1 November 2011 - 1 Jan 2012
Media placement: Poster - Finnegan's - 1 November 2011 - 1 Jan 2012
Media placement: Poster - Laundry - 1 November 2011 - 1 Jan 2012
Media placement: Poster - Souled Out - 1 November 2011 - 1 Jan 2012

Describe the brief from the client
Festive seasons are an especially treacherous time to be on the road, as statistics show an increase in road accidents due to an escalation in alcohol consumption.

The brief’s objective was to educate the public about this consequence of excessive drinking. The campaign also needed to communicate that drinking is acceptable, but drinking excessively is not.

Describe the challenges and key objectives
Festive seasons present a tough context to convey the campaign message, since every consumable product is on sale, and alcohol intake is higher. The message needed to be single-minded and impactful enough to be understood by a target audience that may be inebriated. Clarity was also vital so drinkers know that the campaign’s objective is to curb excessive drinking, rather than to stop drinking altogether.

The key objective was to create sufficient buzz within the target audience so it is aware that drinking excessively leads to accidents.

Describe how you arrived at the final design
A silhouette of a drink and its placement as a link between 2 colliding vehicles draws attention to the root cause of the accident. The illustrative style highlights the message in a simple and direct manner, while the red translates its alarming tone.

The campaign message ‘know your limit’ compliments the visual by conveying that drinking is acceptable, as long as drinkers do not go overboard.

Give some indication of how successful the outcome was in the market

The campaign generated strong buzz as it stood out from the lack of awareness press ads and posters in drinking venues in the Klang Valley. The local Transport Ministry reported that the overall daily average road deaths for this festive season has dropped to 18.8, lower than the average in 2011.