DON´T TEXT AND DRIVE CAMPAIGN by NEW DESIGN for Honda

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DON´T TEXT AND DRIVE CAMPAIGN

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Industry Cars, Traffic safety
Media Design & Branding
Market Brazil
Agency NEW DESIGN
Art Director Francis Alan, Leandro Vilas
Copywriter Juliana Uchoa, Matesu Coelho
Released April 2012

Credits & Description

Category: Posters
Advertiser: HONDA SAITAMA VEHICLES
Product/Service: DON´T TEXT AND DRIVE MESSAGE
Agency: NEW DESIGN
Art Director: Francis Alan (New Design)
Creative Director: Juliana Uchôa (New Design)
Copywriter: Juliana Uchôa (New Design)
Copywriter: Matesu Coelho (New Design)
Art Director: Leandro Vilas (New Design)
Media placement: Posters - Honda Saitama Stores, pubs, restaurantes, colleges - 02 april 2012 - until now

Describe the brief from the client
Honda Saitama believes its work is not just to sell cars: it is to create a relationship with its clients. It also means talk about social issues related to traffic, cars and deaths in the roads. One of those issues is car accidents caused by text messages.

Describe the challenges and key objectives
Honda Saitama asked for a poster that announce the importance of don`t text and drive. The challenge was to make something that really attract public attention for this theme.

Describe how you arrived at the final design
We though that one of the risks of text and drive is pedestrians on the street. They are always in danger when cross the roads because they never know if the drivers are paying attention to traffic. It reminded us about an example of danger in the act of cross a road: the 80`s game Frogger. Our idea was to show that, as the little frog was in danger, everybody is when they cross a road.

Give some indication of how successful the outcome was in the market
The poster stimulated people to start to think about text and drive. The issue became a topic in conversations and Saitama fulfil its role in society.