The ONG Transitoamigo ad campaign brings attention to what feels like an age-old concern in a disturbingly new way. It focuses on the celebratory events that often take place just before car accidents. Excessive drinking at carnival festivities, soccer games and weddings can all lead to participants getting behind the wheel incredibly intoxicated. The end of such joviality is captured in a surreal moment on paved roads.
Conceived and executed by Giacometti, an ad agency based in Rio De Janeiro, Brazil, the ONG Transitoamigo ad campaign concentrates on just how fast such accidents can happen. It compares the length of anticipation to the length of death and the results are in stark contrast. The campaign was art directed by Luiz Eduardo Ozório with creative direction by Joao Santos and photography by Márcio Freitas.
Celebratory Car Accident Ads
The ONG Transitoamigo Campaign Cautions Against Drinking and Driving
Trend Themes
1. Celebratory Car Accident Ads - Disruptive Innovation Opportunity: Exploring unconventional and impactful ways to raise awareness about the dangers of drinking and driving.
2. Excessive Drinking at Social Celebrations - Disruptive Innovation Opportunity: Developing new strategies and technologies to monitor and prevent intoxicated individuals from driving after celebratory events.
3. Comparing Anticipation to Death in Ads - Disruptive Innovation Opportunity: Utilizing contrasting elements in advertising to highlight the potential consequences of risky behaviors.
Industry Implications
1. Advertising - Disruptive Innovation Opportunity: Incorporating innovative storytelling techniques and visual impact to convey important social messages in advertising campaigns.
2. Alcohol and Beverage - Disruptive Innovation Opportunity: Creating alternative social drinking experiences or non-alcoholic options to mitigate the risks associated with excessive drinking.
3. Transportation - Disruptive Innovation Opportunity: Implementing advanced safety features and technologies in vehicles to prevent accidents caused by drunk driving.