A campaign to reduce illegal driving in Argentina called 'Life Signs' used the carcasses of totaled vehicles as a medium for traffic signs. Developed by Ogilvy & Mather Argentina, the gruesome signs were placed beside main highways to remind drivers what can happen if they disregard driving laws.
Speed limits, seat belt symbols and anti-alcohol signs were mounted on destroyed cars and then placed on a high pedestal. As a result, drivers were instantly warned of the consequences of not obeying the sign in a graphic and shocking manner.
News organization La Voz del Interior commisioned the project and had their logo placed alongside the Life Signs. As a result of the new signs, speeding violations went down by about 40 percent on the Rosario-Córdoba highway in Argentina.
Key Themes Behind This Trend
- Using Unconventional Mediums
- Opportunity for businesses to leverage unconventional mediums, such as totaled vehicles, to convey messages and create memorable experiences.
- Graphic and Shocking Reminders
- Opportunity for businesses to create impactful and memorable reminders through graphic and shocking displays, enhancing communication effectiveness.
- The Power of Visual Storytelling
- Opportunity for businesses to harness the power of visual storytelling to convey important messages and drive behavior change.
Where This Applies
- Advertising and Marketing
- Opportunity for advertising and marketing agencies to develop innovative campaigns that utilize unconventional mediums to capture audience attention and deliver impactful messages.
- Road Safety
- Opportunity for road safety organizations and government agencies to leverage graphic and shocking displays to raise awareness and improve compliance with traffic laws.
- News and Media
- Opportunity for news organizations and media outlets to partner with creative agencies to create impactful campaigns that promote important social messages and increase engagement.
