Don’t Mix, 3

February 2011

Official figures attribute Brazil with one of the highest rates of traffic accident deaths in the world, and the most shocking fact is that alcohol is a factor in 75% of fatal accidents. With the objective creating awareness among motorists about the risks of drinking and driving, we developed a direct and objective institutional campaign, with an uncommon approach, which stands out among all the dramatic language of traditional campaigns that motorists tend to ignore nowadays.

Print advertisment created by FCB, Brazil for Coopertax, within the category: Transport.

Alcohol and Driving

Advertising Agency: Giovanni+Draft FCB, São Paulo, Brazil
Creative Directors: Adilson Xavier, Ricardo John
Head of Art: Benjamin Yung Jr
Art Director: Bruno Brasil
Copywriters: David Romanetto, Luiz Kanadani
Illustrator: Mockup 10
Photographer: Leandro Texeira

Comments (14)

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TommyO's picture
Activity Score 1866

A refreshing angle, yet a weak one.

liny_77's picture
Activity Score 206

Amateur and ingenuous.

CuriousPencil's picture
Activity Score 4225

Onions = no kissing = B R I L L I A N T !!!

Excuse me while I crash my car trying to connect that to drinking.

dollypoppin's picture
Activity Score 1423

Hm? Onions and kissing?

"Nihil sub sole novum"

akshaysrikar's picture
Activity Score 420

definitely fresh and brilliant... the point is clearly communicated... but i wonder if it might have any effect in the viewer...

Dalbir Singh's picture
Dalbir Singh
Activity Score 552

The dots don't connect. I will crash trying to decipher the message.

Eduardo Cruz's picture
Eduardo Cruz
Activity Score 15

The ads are creative and attractive, fulfill its role to convey the message that direction and alcohol do not mix, at least here in Brazil, noting that the target is are Brazilians. Some comments I am not pleased by the fact that criticism is not justified, it is rare to see an advertisement praising the other, this is wrong.

mr.x's picture
Activity Score 998

These ads are way too forced. The idea of two things that don't mix is okay I guess, but it fails somewhere, maybe it's the execution.

aplloky's picture
Activity Score 37

@Eduardo Cruz - This campaing does not have any elements or cultural aspects that are exclusive to Brazil. I'm brazillian and I agree with most of the comments: it's fresh but not brilliant.

stewart76's picture
Activity Score 234

Can someone explain? No, if someone need t explain, it´s bad.

Glut's picture
Activity Score 3935


kleenex's picture
Activity Score 48489


Nice images, but the copy is no good

Phil Hamilton's picture
Phil Hamilton
Activity Score 19

if you were drunk it might be a bit hard to read

Mr. Green's picture
Mr. Green
Activity Score 114

Maybe in the next life...

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