Don’t Mix, 3

Agency Network: 
February 2011
Coopertax:  Don’t Mix, 3


Official figures attribute Brazil with one of the highest rates of traffic accident deaths in the world, and the most shocking fact is that alcohol is a factor in 75% of fatal accidents. With the objective creating awareness among motorists about the risks of drinking and driving, we developed a direct and objective institutional campaign, with an uncommon approach, which stands out among all the dramatic language of traditional campaigns that motorists tend to ignore nowadays.

Print advertisement created by FCB, Brazil for Coopertax, within the category: Transport.


Alcohol and Driving

Advertising Agency: Giovanni+Draft FCB, São Paulo, Brazil
Creative Directors: Adilson Xavier, Ricardo John
Head of Art: Benjamin Yung Jr
Art Director: Bruno Brasil
Copywriters: David Romanetto, Luiz Kanadani
Illustrator: Mockup 10
Photographer: Leandro Texeira
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TommyO's picture

A refreshing angle, yet a weak one.

Activity Score 1866
Copywriter |

That's me!

liny_77's picture

Amateur and ingenuous.

Activity Score 206
Creative Director
CuriousPencil's picture

Onions = no kissing = B R I L L I A N T !!!

Excuse me while I crash my car trying to connect that to drinking.

Activity Score 4225
dollypoppin's picture

Hm? Onions and kissing?

Activity Score 1423
Copywriter at Conceptboard Advertising |

"Nihil sub sole novum"

akshaysrikar's picture

definitely fresh and brilliant... the point is clearly communicated... but i wonder if it might have any effect in the viewer...

Activity Score 420
Dalbir Singh's picture

The dots don't connect. I will crash trying to decipher the message.

Dalbir Singh
Activity Score 552
Creative Director |


Eduardo Cruz's picture

The ads are creative and attractive, fulfill its role to convey the message that direction and alcohol do not mix, at least here in Brazil, noting that the target is are Brazilians. Some comments I am not pleased by the fact that criticism is not justified, it is rare to see an advertisement praising the other, this is wrong.

Eduardo Cruz
Activity Score 15
Art Director
mr.x's picture

These ads are way too forced. The idea of two things that don't mix is okay I guess, but it fails somewhere, maybe it's the execution.

Activity Score 998
Forsbergs Skola
aplloky's picture

@Eduardo Cruz - This campaing does not have any elements or cultural aspects that are exclusive to Brazil. I'm brazillian and I agree with most of the comments: it's fresh but not brilliant.

Activity Score 37
stewart76's picture

Can someone explain? No, if someone need t explain, it´s bad.

Activity Score 234
Glut's picture


Activity Score 3935
Public Relations at Glut. Ideas Boutique.
kleenex's picture


Nice images, but the copy is no good

Activity Score 58797
Web Designer/Developer
Phil Hamilton's picture

if you were drunk it might be a bit hard to read

Phil Hamilton
Activity Score 19
Other at British Broadcasting Cooporation
Mr. Green's picture

Maybe in the next life...

Mr. Green
Activity Score 114
Art Director at Porco Preto advertising
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