August 2011

Everytime we drive, we run some risks. If we are under the effects of drugs, or simply tired, our journey in the car can become a nightmare. The worst nightmares to get true can be: the police, surgery, or also a funeral. So we chose to represent these three moments of risk, to warn people as they get into their cars.

Why risk? Stay focused when you drive.In 2010 in Italy, 4.000 people died in road accidents. 25,5% of these is caused by distraction at driving. Be careful, it’s not worth risking.

Advertising Agency: Link, Rome, Italy
Creative Director: Hilde Capra
Art Director: Valerio Cicco
Copywriter: Angela Macchia
Photographer: Domenico Apruzzo

Comments (9)

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Highest Rated

le roi's picture
le roi
Activity Score 128

Are you crazy?

karimba's picture
Activity Score 8

well, having a priest and someone else on board and all the other peple in other executions could make it hard to focus. Or not?

NicoCiego's picture
Activity Score 1033

Can anyone please translate?
and you, dfgherhdf, you're a damn waste of space. Get lost.

ivan's picture

Sorry about the spam. I keep cleaning up...

esteb's picture
Activity Score 673

C'mon, it's not so bad. ;-)

shahidali's picture
Activity Score 4069

ha ha the humor. Well, the execution could have been better but then, Italy has always preferred it the different way.


Link ITB's picture
Link ITB
Activity Score 5

There is the translation, you can read it below the picture :-)

jackblack's picture
Activity Score 2355


Anima's picture
Activity Score 59

I'm going to be blunt.

The art direction for this series sucks.

The editing is subpar, the composition is weak, the whole thing seems incredibly forced.

le roi's picture
le roi
Activity Score 128

Are you crazy?