Your last journey by Publicis Bucharest for Romania Traffic Police

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Your last journey

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Industry Government & Other Authorities
Media Film, Digital, Interactive & Mobile
Market Romania
Agency Publicis Bucharest
Released June 2012

Awards

Golden Drum 2012
Events Social and charity events Silver Drum

Credits & Description

Year/ID: 2012 / U77009G12
Group: U Events
Subgroup: U77 Social and charity events
Award: Silver Drum
Product and services:
Educational program - Road safety
Registrant:
PUBLICIS BUCHAREST
Country:
ROMANIA
Brand name:
Romania traffic police
Advertiser:
Romania traffic police
Advertising agency, city:
Publicis, Bucharest
Art director:
Raluca Bararu
Copywriter:
Andrei Gurau, Andy Daniluc
Creative director:
Razvan Capanescu
Account Director /Manager:
Ema Ionescu
Event Production:
Cristian Balaci

Other credits:
Andreea Nedelea - BTL Account Manager / Claudia Farin - BTL Account Manager


Campaign idea explanation:
The “departure from life” ritual used in the Romanian Orthodox funerals is very dramatic, meant to underline “the pain of the soul being separated from the body”. Usually, these Romanian funerals feature old mothers who act as professional criers, locally called - “bocitoare”. It’s the old custom that, no matter which family you depart from, makes sure you’ll be properly mourned. So instead of regular promoters, we gathered a group of professional funeral criers and went clubbing. We also replaced the classic windshield leaflets with traditional funeral towels. Idea: If you drink, you’ll drive on your last journey!


Multiple entry explanation:
This was our unconventional response to the ridiculous budget we had to deal with. Therefore, it was well thought to be something more than a memorable stunt - to earn media, go viral and be immediately picked up by the traditional media (TV and press).