DECLARING WAR by DDB Sao Paulo for Ministry Of Justice

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DECLARING WAR

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Industry Traffic safety, Against alcohol
Media Promo & PR, Case study
Market Brazil
Agency DDB Sao Paulo
Creative Director Julio Andery, Edi Peixoto, Sergio Valente
Producer Casanova Team
Account Supervisor Ana Cecilia Andrade
Released May 2009

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: MINISTRY OF JUSTICE
Product/Service: ANTI-DRINK DRIVING CAMPAIGN
Agency: DDB BRASIL
Date of First Appearance: May 1 2009 12:00AM
Entrant Company: DDB BRASIL, São Paulo, BRAZIL
Media Vice President: Monica de Carvalho (DDB Brasil)
General Media Director: Alessandra Gambuzzi (DDB Brasil)
Media Account Director: Francisco Rosa (DDB Brasil)
Media Supervisor: Giovano Marques (DDB Brasil)
Account Supervisor: Ana Cecilia Andrade (DDB Brasil)
Creative Director: Edi Peixoto (DDB Brasil)
Creative Director: Sergio Valente (DDB Brasil)
Producer: Casanova Team (Casanova)
Media placement: Out Of Home - Highway - 01/05/2009

Results and Effectiveness
In three months of campaign, there was great spontaneous media throughout the country, influencing the population and public opinion. Several articles on the subject appeared on print media, Internet and there were even special reports in the country’s main TV channel: Globo TV Network. The campaign’s success was confirmed by the reduction in the number of deceased and wounded people (- 19%) and also by the smaller number of total accidents (- 18%).

Creative Execution
To bring great impact to the campaign and draw the population’s attention to it, we developed an unexpected action: a huge 8-metre high inflatable bottle with a real car inside. The piece was placed at the margins of a highway that gives access to Brazil’s main cities. The giant bottle was almost empty, with only a little liquid inside that simulated alcohol and conveyed the following message: “Any dose can be the drop that was missing. Don’t let drinking change your destiny”.

Insights, Strategy & the Idea
In Brazil there is an alarming index of traffic accidents, and the total number of deaths is similar to those of world wars. These numbers are a consequence of the combination of drinking and driving. In face of this problem, the Ministry of Justice, together with the Federal Highway Patrol, promoted a national awareness campaign from April until August 2009, when the Law 11,705, also known as “Prohibition” completed 1 year. The slogan was: “Don’t let drinking change your destiny. Drinking and driving is a crime and you can go to jail for it”, and the campaign aimed at alerting citizens about the dangers of driving after drinking.