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.