Context, problem: Drunk driving is still one of the three main causes of fatal accidents in Europe, according to European Transport Safety Council (October 2013).
Opportunity: 4 million people listen to radio in the car each day in Romania, according to the Radio Audience Study. And many drivers use GPS guiding systems.
Creative idea: When you drink, your coordination is affected. So we could say it's the same as driving with a drunk GPS system.
Drivers, who usually listen to the radio in the car.
Project title: Drunk GPS
Brand: Romanian Traffic Police
Client: Romanian Traffic Police
Agentie: Next Advertising
Paula Ionescu / Copywriter
Liviu David / Creative Director
Casa de productie: KMP Studio
Vlad Gheorghiu / General Manager
Agentie de media: Next Advertising
Dana Popescu / Media Manager
Oana Radu / Media Manager
Shortlist Premiile FIBRA #1:
Shortlist FIBRA - Drunk GPS / 2 RADIO