The Victimes & Citoyens campaign revolves around classic neon signs that would normally direct people to live parties, good food and everything in between. Unfortunately, that is not the case for those driving in these print ads. Alcohol does funny things to those behind the wheel and instead of directing people home, it leads them to the wrong place such as 'The Wall,' 'The Tree' and 'The Pole.'
Conceived and executed by BETC, Paris, France, the Victimes & Citoyens campaign was art directed by Jordan Lemarchand with creative direction by Stéphane Xiberras. Shot on a dark night by photographer Roman Jehanno, the scenes featured copy by writers Julien Deschamps and Arnold Zalluram. Although the images might look fun or even funny, they address a serious subject and send a serious message.