Toyota Promo, Case study THE DRUNK TRAFFIC LIGHT TM by Ace Saatchi & Saatchi Makati

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THE DRUNK TRAFFIC LIGHT TM

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Industry Cars, Traffic safety, Against alcohol
Media Promo & PR, Case study
Market Philippines
Agency Ace Saatchi & Saatchi Makati
Associate Creative Director Aste Gutierrez
Creative Director Rex Lopez
Art Director Sarah Chan
Copywriter Mark Peckson
Account Supervisor Carol Arellano
Released July 2010

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: TOYOTA MOTOR PHILS
Product/Service: ANTI DRINK DRIVING CAMPAIGN
Agency: ACE SAATCHI & SAATCHI
Date of First Appearance: Jul 15 2010
Entrant Company: ACE SAATCHI & SAATCHI, Makati City, THE PHILIPPINES
Executive Creative Director/Copywriter: Andrew Petch (Ace Saatchi & Saatchi Manila)
Creative Director: Rex Lopez (Ace Saatchi & Saatchi Manila)
Copywriter: Mark Peckson (Ace Saatchi & Saatchi Manila)
Art Director: Sarah Chan (Ace Saatchi & Saatchi Manila)
Head Of Art: Carl Ugino (Ace Saatchi & Saatchi Manila)
Print Producer: Denns Obien (Ace Saatchi & Saatchi Manila)
Final Artist: Thony Alunan (Ace Saatchi & Saatchi Manila)
Account Supervisor: Carol Arellano (Ace Saatchi & Saatchi Manila)
Account Manager: Norbert Pineda (Ace Saatchi & Saatchi Manila)
Account Manager: Aye Ortiz (Ace Saatchi & Saatchi Manila)
Associate Creative Director: Aste Gutierrez (Ace Saatchi & Saatchi Manila)
Final Artist: Robert Achas (Ace Saatchi & Saatchi Manila)
Media placement: New Media - Bars And Clubs Around Metro Manila - March 15 2011

Insights, Strategy & the Idea
Drunk Driving claims dozens of lives in the Philippines every year, Toyota Philippines asked us to increase awareness amongst drivers on the dangers of drunk driving.

We realized that the most effective way to do this is to target the one group that regularly drinks and drives young people. And the best place to get this message across was at the actual places where young people go to drink: bars and clubs.

Creative Execution
We invented the Drunk Traffic Light TM. An 8ft Traffic Light of Words - except the color didn't match the word. 'Red' glowed green, 'Yellow' glowed red and 'Green' glowed yellow. The Installation carried message: Alcohol affects your judgement. One at a time, the L.E.D words flashed every three seconds - simulating an actual traffic light. We placed it in bars, clubs, concerts and other venues where people drink.

Results and Effectiveness
In the first nine weeks, the Drunk Traffic Light TM flashed more than 80,000 bar-goers reminding them to sober up before driving.

It flashed even more online as many bar-goers featured the Drunk Traffic Light TM on their personal online sites and social media pages greatly increasing the reach and effectiveness of the campaign.