Bucharest's City Police Radio Bucharest's City Police: Text Kills 2 by Publicis Bucharest

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Bucharest's City Police: Text Kills 2

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Industry Public awareness
Media Radio
Market Romania
Agency Publicis Bucharest
Released September 2010


Golden Drum 2010
Radio Social & charity Silver Drum

Credits & Description

Text Kills 2
Product and services category:
Public services and social engagements
Entry Series:
Text Kills
Brand name:
Bucharest's City Police
Bucharest's City Police
Advertising agency, city:
Publicis, Bucharest
Art director:
Bogdan Nestor
Razvan Soare
Creative director:
Razvan Capanescu
Project manager:
Razvan Soare
Creative idea explanation:
Our insight was that the biggest number of suspects for using the mobile phone while driving are especially the executive type that regard themselves as multitasking and smart. Therefore, our idea was to wake them up in a surprising, cold blooded way, by including in their sms texts the terrible consequences of their actions. The text becomes unforgettably powerful, due to its level, natural, nothing happen way of interpretation while speaking about death.
Headline (eng.):
If you knew what's going to happen, would you still be writing sms's while driving? Don't text and drive.