The first thing Italian drivers do when their car stops is starting to curse in incredibly articulate (and regionally differentiated) ways.

So when Europ Assistance asked us to launch a new car assistance policy we decided to made up 'Poffarbacco' (“Blimey!”), an imaginary Association for Verbal Ecology aiming to reduce the number of profanities shouted every day in Italy by angry drivers.

To communicate this initiative we started from a teaser phase with 6 viral videos in which 6 unlucky (and extremely pissed off) car drivers talk about their misfortunes, each in her/his own dialect.