Romania traffic police - "Your Last Journey"

Publicis Romania

Publicis Romania Bucharest, Romênia

3580

Titulo	Your Last Journey
Agência	Publicis Romania
Campanha	Your Last Journey
Anunciante	Romanian Traffic Police
Marca	Romania traffic police
Posted	Novembro 2012
Sector Empresarial	Segurança rodoviária
História	The “departure from life” ritual used in the Romanian Orthodox funerals is very dramatic, meant to underline “the pain of the soul being separated from the body”. Usually, these Romanian funerals feature old mothers who act as professional criers, locally called - “bocitoare”. It’s the old custom that, no matter which family you depart from, makes sure you’ll be properly mourned. So instead of regular promoters, we gathered a group of professional funeral criers and went clubbing. We also replaced the classic windshield leaflets with traditional funeral towels. Idea: If you drink, you’ll drive on your last journey!
Filosofia	This was our unconventional response to the ridiculous budget we had to deal with. Therefore, it was well thought to be something more than a memorable stunt - to earn media, go viral and be immediately picked up by the traditional media (TV and press).
Tipo de Mídia	Eventos
Director criativo	Razvan Capanescu
Redator	Andy Daniluc
Redator	Andrei Gurau
Director de arte	Raluca Bararu