Coopertax SP Design & Branding DON'T MIX - LEAVES&FIRE by DraftFCB Sao Paulo

Adsarchive » Design & Branding » Coopertax SP » DON'T MIX - LEAVES&FIRE


Pin to Collection
Add a note
Industry Taxi
Media Design & Branding
Market Brazil
Agency DraftFCB Sao Paulo
Creative Director Benjamin Yung Jr., Ricardo John, Andre Pallu, Roberto Rezende
Art Director Bruno Brasil
Copywriter Luiz Kanadani, David Romanetto
Producer Edgard Pasotti, Telmo Ursini
Photographer Leandro Texeira
Account Supervisor Patrícia Marinho, Isabela Malucelli
Released March 2011

Credits & Description

Category: Advertising Typography
Advertiser: COOPERTAX
Product/Service: TAXI COMPANY
Date of First Appearance: Mar 14 2011
Entrant Company: GIOVANNI+DRAFTFCB, Rio de Janeiro, BRAZIL
Chief Creative Officer: Adilson Xavier (Giovanni + Draft FCB)
Executive Creative Director: Ricardo John (Giovanni + Draft FCB)
Creative Director: Ricardo John/Benjamin Yung Jr (Head of Art) (Giovanni + Draft FCB)
Art Director: Bruno Brasil (Giovanni + Draft FCB)
Copywriter: David Romanetto/Luiz Kanadani (Giovanni + Draft FCB)
Photographer: Leandro Texeira
Producer: Edgard Pasotti/Telmo Ursini (Giovanni + Draft FCB)
Art Buyer: Tina Castro (Giovanni + Draft FCB)
Account Supervisor: Patrícia Marinho/Isabela Malucelli (Giovanni + Draft FCB)
Advertiser's Supervisor: Rubens Marques da Silva (Coopertaxi SP)
Account Manager: Fernanda Neute (Giovanni + Draft FCB)
Planner: Cinthia Kim (Giovanni + Draft FCB)
Media placement: Poster - Bars And Night Clubs - 03/14/2011

Describe the brief from the client
According to estimates, Brazil has one of the highest traffic-related death rates in the world. 75% of road accidents involving fatalities in Brazil are associated with the consumption of alcohol. In order to reduce these appalling statistics, new legislation has come into effect that mandates more severe sanctions, heavy fines and a widespread policing campaign that includes the use of breathalyzers to catch and deter drunk drivers. All of this has resulted in a great boom for the taxi industry, which has ignited the market by attracting new companies and thus making communication an important tool for a company in this sector to distinguish itself in this new, much more competitive scenario.

Describe the challenges and key objectives
Several sectors of civil society and private enterprise were engaged in the government initiative, and a large taxi cooperative could hardly be excluded. Our challenge was to create communication to make drivers aware of the risks caused by the consumption of alcohol before driving, and to take advantage of the explosion of the market to gain space over other taxi companies.

Describe how you arrived at the final design

Our creative solution involved the inclusion of familiar elements from bars in a series of posters that were displayed in bars, concert halls and restaurants, near the 45 taxi stands served by our client, the Coopertax taxi cooperative, in the city of São Paulo. Computers were discarded and the photographs were treated manually, juxtaposing elements that do not go together. The message was designed to impact both drinking and non-drinking drivers and passengers, and it included didactic language and a strong visual appeal.

Give some indication of how successful the outcome was in the market
The taxi cooperative customer service centre received an increase of 13% in requests for taxis during the first week of the campaign. Of those calls, 94% were converted into fare-paying rides, whereas the previous rate had been a little over 80%. Furthermore, there was also a significant increase in the number of walk-up customers at taxi stands.