La Voz Del Interior Newspaper Outdoor, Case study LIFE SIGNS by Ogilvy & Mather Buenos Aires

LIFE SIGNS

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Industry Newspapers
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Case study
Market Argentina
Agency Ogilvy & Mather Buenos Aires
Creative Director Javier Mentasti, Maximiliano Maddalena, Christian Camean, Ignacio Ferioli
Art Director Nicolás Smith, Tomás Lavagno
Copywriter Damián Martinez, Tomás Duhalde, Rodrigo Grecco
Producer Valeria Pinto, Federico Faralla, Gastón Sueiro
Account Supervisor Nadia Vexlir
Illustrator Diego Grandi
Released May 2013

Awards

Cannes Lions 2013
Outdoor Lions Ambient; Transit Gold

Credits & Description

Original Title: Señales de vida
Type of entry: Ambient
Category: Transit
Advertiser: LA VOZ
Product/Service: LA VOZ
Agency: OGILVY & MATHER ARGENTINA Buenos Aires, ARGENTINA
Chief Creative Officer: Javier Mentasti/Maximiliano Maddalena
Executive Creative Director: Javier Mentasti/Maximiliano Maddalena
Creative Director: Javier Mentasti/Maximiliano Maddalena
Copywriter: Damián Martinez/Tomás Duhalde/Rodrigo Grecco
Art Director: Nicolás Smith/Tomás Lavagno
Illustrator: Diego Grandi
Account Supervisor: Nadia Vexlir
Producer: Valeria Pinto/Gastón Sueiro/Federico Faralla
Account Manager: Diego Stephani
Other Credits: Production Agency: La Jirafa Digital - Editors:gomez Llambí/Sorín - Drt: Esteban Bono
Description of Ambient execution
Car accidents are the number one cause of death in the entire province of Córdoba, Argentina. Traffic signs are there, but people don’t seem to notice them. They don’t take either them seriously, nor the risk they run.
La Voz del Interior is the main and most popular newspaper of Córdoba. Their aim was to help the cause through the strategy of preventing bad news. And the target was everybody that drives across Cordoba.
That’s why we created LIFE SIGNS, the first traffic signs made out of real crashed cars.
Crashed cars cause a very strong visual impact and make people think they’d never ever want to be in a car accident. And that was the key for the success of the campaign.