The Iptran Road Peace Institute ad campaign focuses on funny selfies that involve sellotape. Wrapped around people's heads in a haphazard fashion, their faces take on a deformed appearance that is hilarious in the proper context. Yet the print ads read, "It's not funny when it's forever. Avoid accidents. Don't drink and drive." This immediately changes the context by bringing up images of injured motorists.
Conceived and executed by Artplan, an ad agency based in Rio De Janeiro, Brazil, the Iptran Road Peace Institute ad campaign appropriates a common social media occurrence in order to send a strong and powerful message. It clearly appeals to teens and young adults who are still novices behind the wheel and are also addicted to such networks.
Key Themes Behind This Trend
- Anti-drunk Driving Campaigns
- Opportunity to use common social media occurrences and appeal to younger audiences to advocate for safe driving.
- Humorous Public Service Ads
- Opportunity to use humor as a tool to effectively communicate serious messages.
- Interactive Advertising
- Opportunity to use social media and technology to create interactive and engaging campaigns that resonate with audiences.
Where This Applies
- Advertising
- Opportunity for advertising agencies to design creative public service campaigns that inspire positive change.
- Automotive
- Opportunity for automotive companies to partner with anti-drunk driving campaigns and promote safe driving practices.
- Social Media
- Opportunity for social media platforms to encourage the creation and promotion of socially conscious content.
