Agency Network: 
December 2010
CCR:  Breathalizer
CCR Direct Ad -  Breathalizer


Direct advertisement created by Ludocca, Brazil for CCR, within the category: Public Interest, NGO.

Advertising Agency: Ludocca, São Paulo, Brazil
Creative Directors: Cássio Moron, Marco Monteiro, Pedro Guerra
Creative VP: Guga Ketzer
Art Director: Fernanda Fajardo
Copywriter: Jose Arnaldo Suaid
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morse's picture

Fantastic simple idea.

Activity Score 17897
Art Director |

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jackmancer2017's picture

It's nice but will this really change any behaviours? Pretty costly too ;p

CuriousPencil's picture

Great idea. And, looking at the mechanics of the piece, this is a relatively low-cost breathalyser too: tiny vial of reactive crystals, printed bag, plastic tube. Couple of Euro if sourced at a decent volume. And behaviour changing? It's a magazine for petrolheads, so I don't think the agency was expecting miracles. BUT if something's made available, for free, that's useful, it'll be used. I'm certain that every single one of these units was used. What the driver did next is down to conscience, but at least it served as a mirror to behaviour. And it seems that CCR is the Brazilian Highways association, so full marks for them for the initiative here.

Activity Score 4167
morse's picture

Fantastic simple idea.

Activity Score 17897
Art Director |

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Sdb's picture

Nice attempt, and may be it becomes effective.. But will anyone read a magazine before going out after boozing?

Activity Score 1354
Copywriter at Working as an intern with O & M, Kolkata for 6 months
Stayzk8's picture

Nice Idea...would've been better if it's not only found in the'll be useful...

Activity Score 67
Philippine Women's University
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