Caltex - "Licence To Live"

Y&R Cape Town

Y&R Cape Town Cape Town, África do Sul

5637

Titulo	Licence To Live
Agência	Y&R Cape Town
Campanha	Licence To Live
Anunciante	Chevron Corporation
Marca	Caltex
Data da primeira Transmissão/Publicação	2014 / 8
Sector Empresarial	Produção de energia, matérias-primas, minerais
Legenda	If you drink and drive, you're a killer!
História	In South Africa, 40 people die on the roads every day mainly because of irresponsible driving. Safety campaigns are often forgotten in that critical moment when a driver decides to make an unsafe decision. By law, every car has to display a licence disc sticker on the windscreen. The media space on the back of the disc is often used as meaningless branding that often gets overlooked. So Y&R Cape Town decided to turn this small ad media into a message that couldn't be ignored by placing a picture of a loved one on the back. Introducing the Licence to Live: the free licence disc sticker with a picture of a loved one. Activations were held at numerous forecourts during the Easter weekend holiday a period notorious for itâs high road fatalities and gave motorists the chance to create their own Licence to Live.
Tipo de Mídia	Case Study
Comprimento	122 seconds
Produtor da agência	Rory Bonnes
Director de arte	Brinke Van Zyl
Director de arte	Gareth Owen
Redator	Graham Krige
Redator	Aadil Dalech
Director criativo	Nkanyezi Masango
Director executivo criativo	Rui Alves
Chief Creative Officer	Graham Lang