Design > Brand Environments

CRUSHED

Y&R VIETNAM, Ho Chi Minh City / ASIA INJURY PREVENTION FOUNDATION / 2014

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Overview

Credits

OVERVIEW

BriefExplanation

People ignore speed limits. People ignore Public Service Announcements telling them not to speed, and the consequences of speeding. Anti-speeding PSAs are blind spots to them. So how do you make them see?

ClientBriefOrObjective

People have become immune to anti-speeding PSAs. It is always the same old stories. How do we refresh an anti-speeding message in a way that will stop people to think, and hopefully to slow down?

Implementation

We turned to science to refresh our anti-speeding PSA. Based on the Force of Impact formula, we found out that when you crash at 60 km/h it is like being crushed by an object of 7 tons. 3 containers weigh about 7 tons. Our design used 3 containers as the canvas.

Outcome

The locations allowed the containers to be seen by more than 5,000 people every day. We got free media coverage over Vietnam’s leading online publications. More than 10,000 people viewed the articles in just 6 days. People also shared photos of the containers on social media.

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