- Brand activation
To coincide with the start of the summer vacations, the Vinci Autoroutes Foundation wanted to raise awareness of the dangers of using the telephone while driving. The aim was to raise motorists’ awareness without moralizing.
We wanted to make our mark with an offbeat positioning, somewhere between humor and awareness. For this campaign, we relied on the absurd to appeal to as many people as possible.
The campaign consists of 4 key visuals. In each scene, the driver at the wheel is confronted with an unexpected element: a flying saucer, a giraffe, aliens…
It’s in the background that we see the real subject of the campaign. This deliberate attempt to divert attention perfectly illustrates the distraction represented by using a telephone while driving. A lack of attention materialized by self-mockery.