THE WORLD´S MOST EXPENSIVE JOINT
| Title | THE WORLD´S MOST EXPENSIVE JOINT |
| Brand | GENERAL TRAFIC ADMINISTRATION - DGT |
| Product/Service | DGT |
| Category |
A14. Public Sector & Awareness Messages |
|
Entrant
|
OGILVY MADRID, SPAIN
|
|
Idea Creation
|
OGILVY MADRID, SPAIN
|
|
Production
|
WARREN Madrid, SPAIN
|
Credits
| Paulo Areas |
Ogilvy & Mather |
General Creative Director |
| Emilio Holguin |
Ogilvy & Mather |
Copy Senior |
| Pouline Atencio |
Ogilvy & Mather |
Art Director |
Brief Explanation
The idea was to communicate that, behind the wheel, small distractions while driving may cause an accident, with consequences not just for the driver but for everyone around him, that means: all of us.
That’s why DGT (Spanish Traffic Department) launched the campaign “The most expensive objects in the world”. Where a small distraction caused by simple objects such as sunglasses or a pen, can cause an accident and have serious consequences for everyone.
In this way we say that these objects may end up costing a lot, and go from being just objects to be the most expensive objects in the world.