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.
Key Themes Behind This Trend
- Dichotomous Typography
- Opportunity for creating impactful advertising campaigns by using negative space and hidden messages within typography.
- Texting and Driving Awareness
- Growing demand for initiatives and campaigns aimed at reducing texting and driving incidents.
- Integrated Advertising
- Use of different visual elements, such as silhouettes, to convey a powerful message and raise awareness about the dangers of texting and driving.
Where This Applies
- Advertising
- Opportunity for ad agencies to create more impactful and attention-grabbing campaigns by integrating hidden messages within typography.
- Automotive
- Growing need for car manufacturers and automakers to collaborate with ad agencies and fund initiatives that increase awareness about the dangers of texting and driving.
- Safety and Wellness
- Increasing market for safety-oriented organizations and wellness initiatives that focus on educating the public about the risks of texting and driving.
