Romanian Police: Ditch

Texting while you drive will end badly. Don't.

Rationale: In Romania, the number of accidents involving drivers who are texting behind the wheel is increasing alarmingly. The Romanian Police wants to raise awareness around the issue, especially towards the executive type (owners of a smartphone) who regard themselves as multitasking.

Idea: Therefore, we create a “reader’s” campaign. We’ve inserted the danger into a driver’s text message, suggesting the sudden accident in typo as it happens on the road.

Advertising Agency: Publicis Bucharest, Romania
Chief Creative Officer: Razvan Capanescu
Art Director / Retoucher: Dragos Ometita
Copywriter: Andy Daniluc
Account Director: Emanuela Ionescu

April 2012

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