Cannes Lions

Don’t Txt Signs

F.BIZ, Sao Paulo / MOTOROLA / 2016

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Case Film

Overview

Entries

Credits

Overview

Description

The no-parking signs are recognized and respected by Brazilians.

They are used by the government in the streets and the people in their homes to prevent other drivers from blocking their garages.

The signal is in the "E" lettering, cut out by a red band, inside a circle of the same color.

Our insight was: if we create the same cards, but using all other letters, we could attract people's attention. The fear of committing a crime created curiosity and it made people read the printed message on the board.

Execution

The action with street signs was held throughout the day on April 20 at 13 different addresses and great handling. Smaller signs were distributed and placed at the gates. Both actions were photographed. Posts are planned and will be published by the company on its official channels in the next three weeks, using the image of the signs. Images were made available for download for both printing signs and sharing.

Outcome

Our signs were visible to 600,000 drivers and pedestrians in dozens of high traffic streets.

In addition, at the moment of sending this registration, the posts made on the official channel of Motorola were viewed by almost 800,000 people, with a share index 45% above the brand average. We hope that all these signs are helping others to think twice before typing while driving.

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