Landesverkehrswatch NRW Design & Branding SEE THE DANGER OF DRINK DRIVING by Ogilvy & Mather Frankfurt

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SEE THE DANGER OF DRINK DRIVING

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Industry Traffic safety
Media Design & Branding
Market Germany
Agency Ogilvy & Mather Frankfurt
Executive Creative Director Martin Seele
Art Director Tobias Von Aesch
Illustrator Tobias Von Aesch
Released February 2012

Awards

EACA Care Awards 2013
Local and Regional Authorities Local and Regional Authorities Winner

Credits & Description

Category: Promotional Item Design
Advertiser: LANDESVERKEHRSWACHT NRW
Product/Service: ROAD SAFETY AWARENESS
Agency: OGILVYACTION
Executive Creative Director: Martin Seele (OgilvyAction)
Art Director: Tobias Von Aesch (OgilvyAction)
Illustrator: Tobias Von Aesch (OgilvyAction)
Senior Copywriter: Mike Dawe (OgilvyAction)
Senior Copywriter: Douglas Jack (OgilvyAction)
Junior Account Manager: Jennifer Parry (OgilvyAction)
Submissions: Toma Soare (OgilvyAction)
Media placement: Ambient - City Pubs - 15.02.2012
Describe the brief from the client
Raise awareness of the dangers of drink driving and Landesverkehrswacht, the German road safety agency.
Describe the challenges and key objectives
As well as designing a placemat that fits in with the traditional German pub surroundings, the main challenge was the actual creation of the anamorphic illustration; designing a juxtaposition of 2 very different scenes using the anamorphic technique - a nice country road scene and a frightening skull.
To fit in with the local pub surroundings, the illustration was made in the style of copperplate print.
We needed to create a seamless consumer journey that travelled from the illustrated headline, down through the nice country road to the terrifying skull reflection and onto the QR Code that then took them to the mobile site. Here they could discover more about the drink driving statistics in Germany.
Describe how you arrived at the final design
Hours and hours of research were spent on creating a copperplate print look and feel, so as to fit in with the pub scene. Even longer was spent in perfecting the anamorphic illustration so as to achieve a quality, precise and shocking piece of communication.
Give some indication of how successful the outcome was in the market
The placemats attracted great interest from all those who entered the bars and pubs. Drinkers interacted with them, placing their beers in the correct place and revealing the anamorphic reflection. Many people scanned the QR Code and were taken to the Landesverkehrswacht website, meaning hits on the page increased by 27%.
Those who saw the placemats discovered the shocking element to them and found out the frightening statistics surrounding drink driving, making them more aware of why they should take a taxi home.