LAST LESSON
| Client | JING AN TRAFFIC POLICE AND TONG LIAN DRIVING SCHOOL |
| Product | ANTI DRINK & DRIVE |
| Entrant | DRAFTFCB CHINA Shanghai, CHINA |
| Type of Entry | Use of Media |
| Category | Best Use of Special Events And Stunt/Live Advertising |
| Title | LAST LESSON |
| Product/Service | ANTI DRINK & DRIVE |
| Entrant Company: | DRAFTFCB CHINA Shanghai, CHINA |
| Advertising Agency: | DRAFTFCB CHINA Shanghai, CHINA |
| Credits |
| Eddie Wong |
DRAFTFCB |
National Executive Creative Director |
| Leo Lee |
DRAFTFCB |
Creative Director |
| Marc Wang |
DRAFTFCB |
Creative Director |
| Marc Wang |
DRAFTFCB |
Copy Writer |
| Leo Lee |
DRAFTFCB |
Copy Writer |
| Zebra Hua |
DRAFTFCB |
Copy Writer |
| Leo Lee |
DRAFTFCB |
Art Director |
| Aaron Hui |
DRAFTFCB |
Art Director |
| Eric Sun |
DRAFTFCB |
Art Director |
| Robin Chen |
DRAFTFCB |
Head of TV Production |
| Ken Wang |
DRAFTFCB |
Account Supervisor |
Results and Effectiveness:
Participants - “Thank god this is a remote control car”; “I wouldn’t take this experience to real driving”; “If I can’t control this remote control car how can I control the real thing”.
Creative Execution:
An anti drink driving campaign was developed. Instead of talking to drivers, this campaign reaches out to learners who are about to go for their driving test. This serves as their last lesson before they are qualified to go on the road. It’s an experiential event where they’ll get a chance to experience the ill effects of drinking and driving. They are asked to drink and then drive. Not with a real car but with remote control cars.
Insights, Strategy and the Idea:
In China, there are about 90,000 traffic accident deaths in a year and the number increases every year. Among that, drink driving made up the majority.
