"Good Road Company"
2015
Client:
Copetrol (Biggest Gas Station Chain in the country) / Ministry of Public Works and Communications of Paraguay
Context:
During Easter week, there is a significant increase in transit accidents as people tend to travel to the countryside to visit their relatives.
To raise awareness of this issue, we launched a two-stage campaign.
In the first stage, we created a fictional store with a buy-one-get-one-free offer on coffins. We placed ads in newspapers and social media, and even set up a website and a hotline for questions. While the strategy garnered a lot of attention, we received some backlash for using such a controversial approach during a religious holiday.
In the second stage, we revealed the campaign's concept to the public through various media outlets. The attention generated in the first stage helped us spread the message about the importance of safe driving during the Easter week, with the hope that this campaign helped prevent further accidents.
Translation:
"It bothers you to see this, but it would be worse to use it"
"In this holiday, transit accidents are the most common cause of death in the country, please take care of your life and your family's, Drive safely"
