Cannes Lions

ROAD SAFETY MESSAGE

LEO BURNETT LISBOA, Lisbon / SAMSUNG / 2008

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How do we reach our target audience at the very moment they are eager to drive and use their cell phones? The radio is the perfect fit. It targets drivers during rush hour with a strong message: if professional drivers don't do it, why would you?

This insight allows us to touch on this subject in a very unexpected way. By bringing consumers into a professional driver's universe, we let them understand the dangers of talking and driving from the perspective of those who are known to be the best behind the wheel.

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