Cannes Lions

ANTI DRINK DRIVING

ACE SAATCHI & SAATCHI, Taguig / TOYOTA / 2011

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Overview

Entries

Credits

Overview

Execution

We invented the Drunk Traffic Light TM. An 8ft Traffic Light of Words - except the color didn't match the word. 'Red' glowed green, 'Yellow' glowed red and 'Green' glowed yellow. The Installation carried message: Alcohol affects your judgement. One at a time, the L.E.D words flashed every three seconds - simulating an actual traffic light. We placed it in bars, clubs, concerts and other venues where people drink.

Outcome

In the first nine weeks, the Drunk Traffic Light TM flashed more than 80,000 bar-goers reminding them to sober up before driving.

It flashed even more online as many bar-goers featured the Drunk Traffic Light TM on their personal online sites and social media pages greatly increasing the reach and effectiveness of the campaign.

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