LAST LESSON

TitleLAST LESSON
BrandJING AN TRAFFIC POLICE AND TONG LIAN DRIVING SCHOOL
Product / ServiceANTI DRINK & DRIVE
CategoryA06. Best Use of Special Events And Stunt/Live Advertising
EntrantDRAFTFCB CHINA Shanghai, CHINA
Entrant Company:DRAFTFCB CHINA Shanghai, CHINA
Advertising Agency:DRAFTFCB CHINA Shanghai, CHINA

Credits

Name Company Position
Eddie Wong DRAFTFCB National Executive Creative Director
Leo Lee DRAFTFCB Creative Director
Marc Wang DRAFTFCB Creative Director
Marc Wang DRAFTFCB Copy Writer
Leo Lee DRAFTFCB Copy Writer
Zebra Hua DRAFTFCB Copy Writer
Leo Lee DRAFTFCB Art Director
Aaron Hui DRAFTFCB Art Director
Eric Sun DRAFTFCB Art Director
Robin Chen DRAFTFCB Head of TV Production
Ken Wang DRAFTFCB Account Supervisor

Results and Effectiveness

Participants - “Thank god this is a remote control car”; “I wouldn’t take this experience to real driving”; “If I can’t control this remote control car how can I control the real thing”.

Creative Execution

An anti drink driving campaign was developed. Instead of talking to drivers, this campaign reaches out to learners who are about to go for their driving test. This serves as their last lesson before they are qualified to go on the road. It’s an experiential event where they’ll get a chance to experience the ill effects of drinking and driving. They are asked to drink and then drive. Not with a real car but with remote control cars.

Insights, Strategy and the Idea

In China, there are about 90,000 traffic accident deaths in a year and the number increases every year. Among that, drink driving made up the majority.