SUICIDE

Short List
TitleSUICIDE
ClientDON'T DRIVE DRUNK FOUNDATION
Product / ServiceDON'T DRIVE DRUNK FOUNDATION
CategoryA02. Posters
EntrantTHE LEO BURNETT GROUP THAILAND Bangkok, THAILAND
Entrant Company THE LEO BURNETT GROUP THAILAND Bangkok, THAILAND
Advertising Agency THE LEO BURNETT GROUP THAILAND Bangkok, THAILAND

Brief Explanation

December is when 80% of the people going out to celebrate festive season but however statistics shown that it is the time with the highest rate of vehicular deaths caused by drunk driving. So while drinkers are enjoying their celebration, we want to make them realize the magnitude of the problem and aware of how horrific drunk driving is.

The Brief

A powerful poster campaign that can impact drinkers not to drunk drive during festive season.

How the final design was conceived

We thought that the posters should have a stunning visual in order to trigger drinkers' attention, so we visualized the idea that choosing to drink and drive was merely the same as choosing to take their own lives. The dark tone of photographic style was used to tell the story of how the dark side of alcohol could conquered the drinker's mind and caused them to make unconscious decision to drive drunk, which led their path of life to end. Also the idea was portrayed through different kinds of drinkers to reach different audiences.

Indication of how successful the outcome was in the market

As of 31st December 2012, a month after launching the campaign, over 240,000 drinkers exposed to this campaign and the rate of vehicular deaths decreased by 9% compared to last year.

Credits

Name Company Position
Chubcheevit Studio Chubcheevit Studio Production House
Chub Nokkaew Chubcheevit Studio Computer Artist
Chub Nokkaew Chubcheevit Studio Retoucher
Chub Nokkaew Chubcheevit Studio Photographer
Sarawut Lertkittipaporn The Leo Burnett Group Thailand Agency Producer
Sipparee Mongkolsri The Leo Burnett Group Thailand Client Service
Fuad Ahmad The Leo Burnett Group Thailand Copywriter
Pathida Akkarajindanon The Leo Burnett Group Thailand Copywriter
Sompat Trisadikun The Leo Burnett Group Thailand Art Director
Ariyawat Juntaratip The Leo Burnett Group Thailand Art Director
Sarut Yungcharoen The Leo Burnett Group Thailand Art Director
Ariyawat Jantaratip The Leo Burnett Group Thailand Creative Director
Keeratie Chaimoungkalo The Leo Burnett Group Thailand Executive Creative Director
Sompat Trisadikun The Leo Burnett Group Thailand Chief Creative Officer