Description
"Alcohol turns us into beasts."
That was the starting point for this awareness campaign about the dangers of drinking and driving. Instead of relying on traditional warnings, we brought the message to life through a powerful visual metaphor.
Each print ad portrays how, under the influence of alcohol, people lose their humanity and morph into iconic monsters from horror cinema making the consequences more visceral, memorable, and impossible to ignore.
This professional campaign titled 'TERROR OF THE ROAD' was published in Ecuador in October, 2025. It was created for the brand: Renault, by ad agency: Publicis Groupe. This Digital medium campaign is related to the Automotive and Personal Transportation industry and contains 3 media assets. It was submitted 21 days ago by Creative Copywriter: Verónica Castro of Publicis Groupe Ecuador.
Credits
Creative Directors: Luis Yacelga and Xavier Prado
Copywriter: Verónica Castro
Graphic Designer: Gabriela Larrea
Account Executive: Dayana Oramas
Community Manager: María José Bastidas
Media Planners: Andrés Durán and Juan Carlos Núñez
