GENTLER TRAFFIC by CASO DESIGN COMUNICACAO for PORTO SEGURO INSURANCE

GENTLER TRAFFIC

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Industry Insurance
Media Design & Branding
Market Brazil
Agency CASO DESIGN COMUNICACAO
Creative Director Edmundo França, Marcilio Florindo
Art Director Caio Braga, Mauro Inumaro
Copywriter Paulo Sancer, Cassio Antunes, Leandro Grijota
Released December 2009

Credits & Description

Category: Large Scale Corporate Identity Schemes
Advertiser: PORTO SEGURO INSURANCE
Product/Service: INSURANCE
Agency: CASO DESIGN COMUNICACAO
Date of First Appearance: Dec 6 2009 12:00AM
Entrant Company: CASO DESIGN COMUNICACAO, Sao Paolo, BRAZIL
Creative Director: Edmundo França (Caso Design Comunicacao)
Account Director: Silvana Lowenthal (Caso Design Comunicacao)
Creative Director: Marcilio Florindo (Caso Design Comunicacao)
Art Director: Mauro Inumaro (Caso Design Comunicacao)
Art Director: Caio Braga (Caso Design Comunicacao)
Copywriter: Paulo Sancer (Caso Design Comunicacao)
Copywriter: Cassio Antunes (Caso Design Comunicacao)
Copywriter: Leandro Grijota (Caso Design Comunicacao)
Graphic Producer: Eduardo Salgado (Caso Design Comunicacao)
Media placement: Internet (Blog, Website, Social Media) - Internet, Blogs, Social Media - 06/12/2009 - 1 or 2 years camp
Media placement: TV Spots, Radios, Ads - TV Broadcasting, Radios, Magazines, Newspapers - 06/12/2009 - 1 or 2 years camp
Media placement: Bumper Stickers, Direct Mailing, Folders - 1.000.000 Stickers/folders Distributed In Parks, Bars And Toll Booths On Roads - 06/12/2009 - 1 or 2 years camp
Media placement: Promotional Gifts And T-Shirts Amongst Others - 800.000 Clients - 06/12/2009 - 1 or 2 years camp
Media placement: Posters - Subway, Bus Station, etc - 06/12/2009 - 1 or 2 years camp
Media placement: Bike Rides - Streets, Parks - 06/12/2009 - 1 or 2 years camp

Describe the challenges and key objectives
- Create discussions about road rage and aggressive drivers - Reduce aggressive behaviour - Encourage good driving practices - Associate the customer’s brand with this social action and increase institutional return - Do this without being annoying

Describe the brief from the client
Sao Paulo has more than six million vehicles and this number is rising fast. Infrastructure cannot develop at the same rate, with the result that there are more conflicts than ever between drivers. Most of these are caused by meaningless gestures, but whose results vary from the blaring of horns to more serious arguments, even in some cases violence. Porto Seguro Insurance is the leader in car insurance in Sao Paulo and wants to help reduce stress and encourage better driving practices. This is what the Gentler Traffic campaign is about.

Describe how you arrived at the final design
This campaign, Gentler Traffic, aims to promote a better relationship amongst drivers. Logo and identity should be simple to communicate to very broad audiences with different social backgrounds: a heart that receives back its kindness, inside a traffic sign.

Give some indication of how successful the outcome was in the market
The Gentler Traffic brand has spread throughout the city. Stickers can be seen on motorcycles, taxis and cars. On Twitter and other social networks more people are joining each day. Despite the small budget the campaign attracted support from famous artists and comedians, who brought the political incorrectness which is necessary for a campaign that is educational, but not boring.