Category

Award

Direct & Sales Promotion 2009

ART AGAINST DRINK DRIVING

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ClientHELP
ProductANTI-DRINK DRIVING AWARENESS CAMPAIGN
EntrantBBDO/PROXIMITY MALAYSIA Kuala Lumpur, MALAYSIA
Type of EntryDirect: Use of Media
CategoryAlternative Media
TitleART AGAINST DRINK DRIVING
Product/ServiceANTI-DRINK DRIVING AWARENESS CAMPAIGN
Entrant Company:BBDO/PROXIMITY MALAYSIA Kuala Lumpur, MALAYSIA
DM/Advertising Agency:BBDO/PROXIMITY MALAYSIA Kuala Lumpur, MALAYSIA
Credits
Name Company Position
Ronald Ng BBDO/Proximity Malaysia Chief Creative Officer
Mun BBDO/Proximity Malaysia Executive Creative Director
Mun BBDO/Proximity Malaysia Art Director
Kelvin Leong BBDO/Proximity Malaysia Art Director
Aidan Au BBDO/Proximity Malaysia Art Director
Pebble Goh BBDO/Proximity Malaysia Art Director
Kevin Le BBDO/Proximity Malaysia Copywriter
Ronald Ng BBDO/Proximity Malaysia Copywriter
Jan Teoh BBDO/Proximity Malaysia A/V Producer
Junisa J Sidek BBDO/Proximity Malaysia Account Supervisor
Sham Van Boonstra BBDO/Proximity Malaysia Pr Manager
Azi Shafian BBDO/Proximity Malaysia Pr Manager
Uzz Taufek BBDO/Proximity Malaysia Pr Manager
Dickson Teh BBDO/Proximity Malaysia Print Producer

Describe the brief from the client:

HELP wanted to change the devil-may-care attitude of young people who drink and drive. But how do they do something beyond the common noticeboard poster? The strategy was to come up with an idea that will stop the kids in their tracks – a grim reminder of what could happen if they drink and drive.

Creative Execution:

Today's youth are constantly bombarded with numerous social communication messages ("Smoking kills", "Don't drink and drive", "Help the underprivileged", etc). These messages usually appear in conventional mediums such as TV and posters so there was a need to create something different. Something that youths won't regard as a seen-it-all-before.

Describe the creative solution to the brief/objective.

We took parts from a car that was wrecked in a drink driving accident and fashioned a wheelchair out of the parts. We then displayed it at a college where this crude example of art imitating life, juxtaposed with a hard-hitting message, caught the attention of passers-by. Finally, we put up pledge boards for people to show their support for the campaign. In July 2008, we launched a college competition where students can create their own interpretations of the result of drink driving.

Describe the results in as much detail as possible.

- Over 10,000 signed pledges. - Approximately RM1.7 Million worth of free media coverage including TV and newspapers.