This is YOU driving. Animalistic.

Bulgaria is one of the countries with most fatal incidents in Europe regarding reckless driving. Especially due to over speeding, not obeying the traffic signals, driving under influence of drugs and not giving way to pedestrians. So we wanted to increase drivers’ awareness and responsibility, while creating broad public attention around road safety. Most people don’t like being compared to animals — we tend to see ourselves in a positive light - like most intelligent creature on earth.
Yet when we break traffic rules and ignore the law, our behavior becomes… animalistic. So here are our OOH campaign.