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.
This professional campaign titled 'Tree, Ditch, Truck' was published in Romania in April, 2012. It was created for the brand: Romanian Police, by ad agency: Publicis. This Print medium campaign is related to the Public Interest, NGO industry and contains 3 media assets. It was submitted about 10 years ago.
Advertising Agency: Publicis Bucharest, Romania
Chief Creative Officer: Razvan Capanescu
Art Director / Retoucher: Dragos Ometita
Copywriter: Andy Daniluc
Account Director: Emanuela Ionescu