Cepia: Oneway

When you get to the meeting, you need to prove your points one way or another. :0P
Mixing information, is missing information.
Don't text and drive.
Cepia. Drive Carefully. Live Longer.

Advertising Agency: Africa, São Paulo, Brazil
Chief Creative Officer: Sergio Gordilho
Creative Directors: Humberto Fernandez, Rafael Pitanguy
Art Director: Humberto Fernandez
Copywriter: Rafael Pitanguy
Photographer: Rodrigo Pirim
Published: March 2012

14 comments

CuriousPencil's picture
CuriousPencil
4227 pencils

Mixed capitals in the payoff. Mixed messages in the messages. The only 'mixing information' here is in this series. What am I missing here?

kleenex's picture
kleenex
33776 pencils

certainly different, but doing nothing for me,

ace85le's picture
ace85le
3939 pencils

I think it's unappealing on so many levels.

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bobby666's picture
bobby666
1460 pencils

not working... too sublte

MicheleVirgilio's picture
MicheleVirgilio
2617 pencils

Good idea, noto so much the execution for me.

darrenabriel's picture
darrenabriel
54 pencils

sorry. but it's dead boring.

bate_palmas's picture
bate_palmas
1479 pencils

I'm sorry it's too hard to decode this advert. I got bored after 5 seconds.

pierrelastname's picture
pierrelastname
2869 pencils

fresh and good approach!

dean viii's picture
dean viii
1676 pencils

Compared to what?

Abhishek Parikh's picture
Abhishek Parikh
568 pencils

There are times when you want to criticize at so many points... I hv that feeling while watching this ad.

dean viii's picture
dean viii
1676 pencils

Nope.

thelionaspirant's picture
thelionaspirant
143 pencils

Don't text while making ads, else you might end up with something like this.

cannes_l's picture
cannes_l
112 pencils

new approch

TheWasteBin's picture
TheWasteBin
108 pencils

The idea works for me, but they the art could have been more effective at communicating that the driver was texting. Seems like they could have come up with a stronger line of copy too.

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