TRAFFIC LIGHT

TitleTRAFFIC LIGHT
BrandTOYOTA
Product / ServiceANTI-DRINK DRIVING MESSAGE
CategoryA02. Posters
EntrantACE SAATCHI & SAATCHI Makati City, THE PHILIPPINES
Entrant Company:ACE SAATCHI & SAATCHI Makati City, THE PHILIPPINES
Design/Advertising Agency:ACE SAATCHI & SAATCHI Makati City, THE PHILIPPINES

Credits

Credits

Name Company Position
Andrew Petch Ace Saatchi & Saatchi Manila Executive Creative Director
Rex Lopez Ace Saatchi & Saatchi Manila Creative Director
Carl Urgino Ace Saatchi & Saatchi Manila Head of Art
Sarah Chan Ace Saatchi & Saatchi Manila Art Director
Mark Peckson Ace Saatchi & Saatchi Manila Copywriter
Carl Urgino Ace Saatchi & Saatchi Manila Art Director
Andrew Petch Ace Saatchi & Saatchi Manila Copywriter
Rodel Quitain/Dennis Obien Ace Saatchi & Saatchi Manila Producers
Tony Alunan Ace Saatchi & Saatchi Manila Designer
Sarah Chan/Carl Urgino Ace Saatchi & Saatchi Manila Designer
Carol Arellano Ace Saatchi & Saatchi Manila Account Head
Norbert Pineda / Raffy Parcon Ace Saatchi & Saatchi Manila Account Director/Manager

Brief Explanation

The challenge was just that subtle butt obvious. For example we couldn't use the words 'Don't drink and drive', which meant the visual had to instantly say 'the road' and the visual had to show no vehicles and no drinking either. So the design visual had to communicate at high speeed.

The Brief

The brief from the client was to create a poster that would deter young people from drinking and driving. However the poster was not allowed to use shock-tactic visuals as it had to appear in bars and clubs who object to anti-drink messages that are too blatant as this can affect sales for their business. It also had to appear in stylish Toyota Showrooms too. So it had to have a certain level of subtlety yet still get it's message across obviously.

How the final design was conceived

We cottoned onto the idea of a driver's view of a Traffic Light, and how those three colours may be confused by a driver if under the influence of alcohol .We played around with actually mixing up the lights but then we realised that it was stronger when we lit up the words,

Indication of how successful the outcome was in the market

Bars and Clubs all accepted putting the posters up. Young people were 'drawn in' by the simplicty of the poster, and were caught off guard by the cleverly disguised message.. LED Installations are now in production of the poster, programmed to make each word light up, one at a time, as a real traffic light react on the road.