Claro Design & Branding ROAD LETTERS by Ogilvy Sao Paulo

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Industry Mobile Communications
Media Design & Branding
Market Brazil
Agency Ogilvy Sao Paulo
Executive Creative Director Fred Saldanha, Claudio Lima, Tiago Meloni
Creative Director Andre Kirkelis
Art Director Diego Machado
Copywriter Hugo Veiga
Account Supervisor Camila Porto
Illustrator Diego Machado, Full Frame
Released February 2012

Credits & Description

Category: Posters
Advertiser: CLARO
Product/Service: MOBILE COMPANY
Chief Creative Officer: Anselmo Ramos (Ogilvy Brasil)
Executive Creative Director: Claudio Lima (Ogilvy Brasil)
Executive Creative Director: Fred Saldanha (Ogilvy Brasil)
Creative Director: Andre Kirkelis (Ogilvy Brasil)
Copywriter: Hugo Veiga (Ogilvy Brasil)
Art Director: Diego Machado (Ogilvy Brasil)
Illustrator: Full Frame (Full Frame)
Illustrator: Diego Machado (Ogilvy Brasil)
Account Director: Valeria Barone (Ogilvy Brasil)
Account Supervisor: Camila Porto (Ogilvy Brasil)
Planner: Kajsa Mclaren (Ogilvy Brasil)
Advertiser's Supervisor: Erik Fernandes (Claro)
Media placement: Outdoor, Poster - Over 1,000 Claro Stores - 16t, February,2012

Describe the brief from the client
Traffic accidents due to texting while driving are increasing at the same rate as smartphone sales in Brazil.
To call society’s attention to this problem, Claro, the biggest mobile phone company in Latin America, launched an awareness campaign.

Describe the challenges and key objectives
The campaign had to be visually simple and straight to the point about the message 'Don’t text and drive'.
The Posters uses typography to represent the distance travelled while drivers text and the consequences therein.

Describe how you arrived at the final design
We worked on visual solutions that could represent the damage that a simple letter can have on a driver's life and people surrounding them.
We experiment with every letter of the alphabet to see which letters resemble a road when put in perspective. Then we gave letters a slight texture similar to asphalt.
The tree and the human elements were all made in 3D. Graphic, but realistic enough to evoke danger. The posters are very minimalistic so that the eye of the viewer travels from the letter base to the potential accident.

Give some indication of how successful the outcome was in the market
The posters were displayed in more than 1,000 Claro stores and people started talking about it on Facebook, blogs and websites.