The Cepia Campaign Urges People to Drive Carefully and Live Longer

By: Meghan Young - Published: Mar 14, 2012 • References: facebook & ibelieveinadv
The Cepia campaign is one of many that have been cropping up in the last few months warning people to not text and drive. What sets this one apart is the clever application of road signs. Stop signs, one-way signs and turn right only signs are integrated into text messages, showing people what they can potentially miss when paying attention to their phone instead of the road and their surroundings. Paired with the tag line, "Mixing information, is missing information," the message sent by the Cepia campaign is loud and clear.

Created by Sao Paulo-based ad agency Africa, the Cepia campaign is simple and effective. It was art directed by Humberto Fernandez with photography by Rodrigo Pirim. Stats for Road Sign Text Ads Trending: Older & Chilly
Research: 498 clicks in 219 w
Interest: 1.4 minutes
Concept: Cepia Campaign
Related: 47 examples / 36 photos
Segment: Neutral, 18-55
Comparison Set: 17 similar articles, including: drug-addled celeb ads, cattle-cut art ads, and historical cookie ads.