We spend 55 minutes a day on average typing messages; let’s try not to type a single one while behind the wheel. The next time you hear that familiar message notification sound, wait till you’ve stopped – we’re sure it’s not a matter of life and death.
CAST THE FIRST PHONE HE WHO HASN’T SINNED
Who among us hasn’t reached for their phone while sitting at the wheel, if only “just to reply to a message”? We send emails while driving and google the restaurant we’re heading to. Do you know that by doing that, you are not only putting your own life in danger but also of those around you? Research has shown that a hefty 91% of drivers use their cell phones while driving, which increases the likelihood of an accident happening by 23 times. Did you also know that using your cell phone while driving equals 1 promille of alcohol in your blood? A “second” of typing takes away our attention in situations where even a fraction of a second can mean a difference between life and death.
“Billboards alongside the road are an ideal medium for this message because they serve as a warning right at the spot where the life-threatening violation takes place – that’s where the billboard’s effect is most powerful.” - Gabriela Klarić, Director of Outdoor Akzent
We highlighted this problem in the “Don’t drive while typing” campaign, in collaboration with the Outdoor Akzent company and the Ministry of Interior Affairs. A simple “typo” illustrates the danger and points to how easily a smartphone becomes a smrtphone (“smrt” in Croatian means death), a real weapon that can take someone’s life in a moment of distraction. We like such minimalist ideas that convey their message distinctly and powerfully, without too many words.
Huawei joined the online part of the campaign, and made sure the message reached the “offender” at the moment when their behavior needed correcting.
Vanja Blumenšajn ~ Very Creative Director, Copywriter | Damir Mazinjanin ~ Art Director | Iva Kaligarić ~ Strategic Director | Stipe Bačić ~ Account Manager | Nina Trumbić ~ Account Executive
Gabrijela Klarić ~ Director | Krešimir Brlić ~ Sales Manager | Sanja Pleteš ~ Client Service Manager
Norman Mueller ~ Director of Marketing