A campaign to reduce texting and driving in Brazil from Fiat features oversized letters with a deceptive twist. Hidden within the typography is a possible danger that you would encounter on the road. Each ad is integrated with a silhouette of a girl, dog or bus. Accompanying the ads is text letting the viewer know that you shouldn't text and drive at the same time.
The ads show the dichotomous nature of texting and driving by using negative space. Since the hidden dangers blend with the background and integrate with the typography, you can only focus on one thing at a time.
The anti-texting promotion was designed and executed by Brazil-based ad agency Leo Burnett Tailor Made. Funded by Fiat, the ad agency worked to drive home the message that texting while driving can result in an accident.