The Victimes & Citoyens campaign revolves around classic neon signs that would normally direct people to live parties, good food and everything in between. Unfortunately, that is not the case for those driving in these print ads. Alcohol does funny things to those behind the wheel and instead of directing people home, it leads them to the wrong place such as 'The Wall,' 'The Tree' and 'The Pole.'
Conceived and executed by BETC, Paris, France, the Victimes & Citoyens campaign was art directed by Jordan Lemarchand with creative direction by Stéphane Xiberras. Shot on a dark night by photographer Roman Jehanno, the scenes featured copy by writers Julien Deschamps and Arnold Zalluram. Although the images might look fun or even funny, they address a serious subject and send a serious message.
What's Driving This Trend
- Deceptive Advertising
- Opportunity for companies to create innovative campaigns that challenge conventional advertising methods and provoke a meaningful response from consumers.
- Interactive Print Ads
- Potential for brands to use print media as an interactive platform to engage with consumers and convey important messages in a creative and memorable way.
- Creative Road Safety Campaigns
- Room for organizations to develop unconventional road safety campaigns that capture attention and encourage responsible behavior among drivers.
Who This Affects Most
- Advertising and Marketing
- Opportunity for advertising agencies and marketers to explore new avenues of creativity and disruptive strategies that grab people's attention in a crowded advertising landscape.
- Printing and Publishing
- Potential for printing companies to collaborate with brands and offer innovative printing techniques that transform traditional print ads into interactive and captivating experiences.
- Road Safety and Transportation
- Scope for road safety organizations and transportation authorities to adopt novel approaches to deliver impactful messages and raise awareness about responsible driving.
