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.