Traffic accidents due to texting while driving are increasing at the same rate as smartphone sales in Brazil.To call society’s attention to this problem, Claro, the biggest mobile phone company in Latin America, launched an awareness campaign.

We worked on visual solutions that could represent the damage that a simple letter can have on a driver's life and people surrounding them.We experiment with every letter of the alphabet to see which letters resemble a road when put in perspective. Then we gave letters a slight texture similar to asphalt.The tree and the human elements were all made in 3D. Graphic, but realistic enough to evoke danger. The posters are very minimalistic so that the eye of the viewer travels from the letter base to the potential accident.

The posters were displayed in more than 1,000 Claro stores and people started talking about it on Facebook, blogs and websites.