| Title | DRUNK TRAFFIC LIGHT |
| Brand | TOYOTA MOTOR PHILS CORP. |
| Product / Service | ANTI DRINK DRIVING CSR |
| Category | A03. Best Use of Outdoor |
| Entrant | ACE SAATCHI & SAATCHI Makati City, THE PHILIPPINES |
| Entrant Company: | ACE SAATCHI & SAATCHI Makati City, THE PHILIPPINES |
| Advertising Agency: | ACE SAATCHI & SAATCHI Makati City, THE PHILIPPINES |
| Name | Company | Position |
|---|---|---|
| Andrew Petch | Ace Saatchi & Saatchi | Executive Creative Director |
| Rex Lopez | Ace Saatchi & Saatchi | Creative Director |
| Mark Peckson | Ace Saatchi & Saatchi | Copywriter |
| Aste Gutierrez | Ace Saatchi & Saatchi | Assoiciate Creative Director |
| Sarah Chan | Ace Saatchi & Saatchi | Art Director |
| Carl Urgino | Ace Saatchi & Saatchi | Head of Art |
| Bert Achas | Ace Saatchi & Saatchi | Final Artist |
| Rodel Quitain | Ace Saatchi & Saatchi | Print Producer |
| Carol Arellano | Ace Saatchi & Saatchi | Account Supervisor |
| Norbert Pineda | Ace Saatchi & Saatchi | Account Manager |
| Aye Ortiz | Ace Saatchi & Saatchi | Account Manager |
The traffic light was installed in the most popular bars and clubs around Manila for a period of nine weeks. As a result over 50,000 bar and club goers had been reminded to sober up before driving. Many bar and club goers featured the installation on their personal online sites and social media pages further spreading Toyota's message to a much larger online audience. The campaign raised awareness of the issue and made it a top of mind discussion point amongst young people online.
We created a new media installation - a traffic light of words: Red, Yellow, Green. Except the colors didn't match the words. 'Red' glowed green, 'yellow' glowed red and 'green' glowed yellow - With the message: Alcohol affects your judgement. The installation was an eight foot tall visual light show. A multicolored spectacle which was permitted by establishment owners and drew crowds because of its flashing lights. By successfully penetrating the bars and clubs in Metro Manila, we automatically got the attention of our targeted audience: young people that regularly drink and drive. The installation's flashing light display drew hordes of young clubbers and party goers. Clubbers then featured the installation on their blog sites and social media pages spreading Toyota's message to a much larger online audience and maximizing the effectivity of the campaign.
Drunk driving claims dozens of lives in the Philippines every year. Toyota Philippines asked us to increase awareness amongst drivers on the dangers of drunk driving. We realized that the most effective way to do this is to target the one group that regularly drinks and drives young people. And the best place to get this message across was at the actual places where young people go to drink: bars and clubs. So we needed to get into the bars and clubs in Metro Manila. The problem however, is that bars/clubs in the Philippines don't want to reduce their customers' alcohol consumption because they lose money. So they won't display anti-drunk-driving messages. To get around this, we decided Don't tell drinkers to stop drinking just show them how alcohol can affect their judgement while driving. This subtle message was then brought to life with a unique execution.