'Life Signs' Warn Drivers with Crumpled Cars
Alexander Lam — July 4, 2013 — Marketing
References: lavoz.ar & adsoftheworld
A campaign to reduce illegal driving in Argentina called 'Life Signs' used the carcasses of totaled vehicles as a medium for traffic signs. Developed by Ogilvy & Mather Argentina, the gruesome signs were placed beside main highways to remind drivers what can happen if they disregard driving laws.
Speed limits, seat belt symbols and anti-alcohol signs were mounted on destroyed cars and then placed on a high pedestal. As a result, drivers were instantly warned of the consequences of not obeying the sign in a graphic and shocking manner.
News organization La Voz del Interior commisioned the project and had their logo placed alongside the Life Signs. As a result of the new signs, speeding violations went down by about 40 percent on the Rosario-Córdoba highway in Argentina.
Speed limits, seat belt symbols and anti-alcohol signs were mounted on destroyed cars and then placed on a high pedestal. As a result, drivers were instantly warned of the consequences of not obeying the sign in a graphic and shocking manner.
News organization La Voz del Interior commisioned the project and had their logo placed alongside the Life Signs. As a result of the new signs, speeding violations went down by about 40 percent on the Rosario-Córdoba highway in Argentina.
Trend Themes
1. Using Unconventional Mediums - Opportunity for businesses to leverage unconventional mediums, such as totaled vehicles, to convey messages and create memorable experiences.
2. Graphic and Shocking Reminders - Opportunity for businesses to create impactful and memorable reminders through graphic and shocking displays, enhancing communication effectiveness.
3. The Power of Visual Storytelling - Opportunity for businesses to harness the power of visual storytelling to convey important messages and drive behavior change.
Industry Implications
1. Advertising and Marketing - Opportunity for advertising and marketing agencies to develop innovative campaigns that utilize unconventional mediums to capture audience attention and deliver impactful messages.
2. Road Safety - Opportunity for road safety organizations and government agencies to leverage graphic and shocking displays to raise awareness and improve compliance with traffic laws.
3. News and Media - Opportunity for news organizations and media outlets to partner with creative agencies to create impactful campaigns that promote important social messages and increase engagement.
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