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Category

Award

DRUNK TRAFFIC LIGHT

ClientTOYOTA MOTOR PHILS CORP.
ProductANTI DRINK DRIVING CSR
EntrantACE SAATCHI & SAATCHI Makati City, THE PHILIPPINES
Type of EntryUse of Media
CategoryBest Use of Outdoor
TitleDRUNK TRAFFIC LIGHT
Product/ServiceANTI DRINK DRIVING CSR
Entrant Company:ACE SAATCHI & SAATCHI Makati City, THE PHILIPPINES
Advertising Agency:ACE SAATCHI & SAATCHI Makati City, THE PHILIPPINES
Credits
Name Company Position
Andrew Petch Ace Saatchi & Saatchi Executive Creative Director
Rex Lopez Ace Saatchi & Saatchi Creative Director
Mark Peckson Ace Saatchi & Saatchi Copywriter
Aste Gutierrez Ace Saatchi & Saatchi Assoiciate Creative Director
Sarah Chan Ace Saatchi & Saatchi Art Director
Carl Urgino Ace Saatchi & Saatchi Head of Art
Bert Achas Ace Saatchi & Saatchi Final Artist
Rodel Quitain Ace Saatchi & Saatchi Print Producer
Carol Arellano Ace Saatchi & Saatchi Account Supervisor
Norbert Pineda Ace Saatchi & Saatchi Account Manager
Aye Ortiz Ace Saatchi & Saatchi Account Manager

Results and Effectiveness:

The traffic light was installed in the most popular bars and clubs around Manila for a period of nine weeks. As a result over 50,000 bar and club goers had been reminded to sober up before driving. Many bar and club goers featured the installation on their personal online sites and social media pages further spreading Toyota's message to a much larger online audience. The campaign raised awareness of the issue and made it a top of mind discussion point amongst young people online.

Creative Execution:

We created a new media installation - a traffic light of words: Red, Yellow, Green. Except the colors didn't match the words. 'Red' glowed green, 'yellow' glowed red and 'green' glowed yellow - With the message: Alcohol affects your judgement. The installation was an eight foot tall visual light show. A multicolored spectacle which was permitted by establishment owners and drew crowds because of its flashing lights. By successfully penetrating the bars and clubs in Metro Manila, we automatically got the attention of our targeted audience: young people that regularly drink and drive. The installation's flashing light display drew hordes of young clubbers and party goers. Clubbers then featured the installation on their blog sites and social media pages spreading Toyota's message to a much larger online audience and maximizing the effectivity of the campaign.

Insights, Strategy and the Idea:

Drunk driving claims dozens of lives in the Philippines every year. Toyota Philippines asked us to increase awareness amongst drivers on the dangers of drunk driving. We realized that the most effective way to do this is to target the one group that regularly drinks and drives young people. And the best place to get this message across was at the actual places where young people go to drink: bars and clubs. So we needed to get into the bars and clubs in Metro Manila. The problem however, is that bars/clubs in the Philippines don't want to reduce their customers' alcohol consumption because they lose money. So they won't display anti-drunk-driving messages. To get around this, we decided Don't tell drinkers to stop drinking just show them how alcohol can affect their judgement while driving. This subtle message was then brought to life with a unique execution.