MOTORCYCLE HEADLIGHT SAFETY

TitleMOTORCYCLE HEADLIGHT SAFETY
ClientYAMAHA MOTOR PHILIPPINES
Product / ServiceYAMAHA MOTORCYCLES
CategoryB01. Posters
EntrantDENTSU PHILIPPINES Manila, THE PHILIPPINES
Entrant Company DENTSU PHILIPPINES Manila, THE PHILIPPINES
Advertising Agency DENTSU PHILIPPINES Manila, THE PHILIPPINES

Brief Explanation

Motorcycle road safety education has often been relegated to the most common messages of helmet-wearing. Yamaha wanted to break away from this and drive the story of often overlooked safety practices. One powerful but simple safety practice often taken for granted is the use of headlights during the day. Based on research, 23% of fatalities are reduced, accidents lessened by 16%, and crashes decreased by 5% just by turning the headlights on at daytime.

The Brief

Motorcycles are a huge and growing market in the Philippines, amounting to 3.2M sold - more than half of the total registered vehicles in the country. However, it has been reported that motorcycles have the highest accident rate compared to other vehicles. The number of motorcycle-related accidents in the Philippines is staggering, and has only been growing in the recent years. As responsible members of the transport community and the leading motorcycle manufacturers in the country, Yamaha wanted to come out with a road safety awareness campaign of their own.

How the final design was conceived

With statistics on our side, we deviced a way of presenting the numbers through eye-catching visuals. A series of illustrated posters that visually interprets data carefully gathered from various motorcycle safety journals - highlighting the percentage of fatalities, crashes, and accidents reduced just by practicing daytime running headlights.

Indication of how successful the outcome was in the market

The launch of the campaign has further cemented Yamaha Motors' leadership stance in the category, with a road safety message never before communicated by other motorcycle manufacturers. A simple yet striking campaign, with a simple yet striking message that can make a big difference for all motorcycle riders.

Credits

Name Company Position
Ted Lim Dentsu Aegis Network APAC Chief Creative Officer
Rey Tiempo Dentsu Philippines/Inc. Executive Creative Director
Gary Amante Dentsu Philippines/Inc. Executive Creative Director
Rey Tiempo Dentsu Philippines, Inc. Creative Director
Gary Amante Dentsu Philippines/Inc. Creative Director
Rey Tiempo Dentsu Philippines/Inc. Copywriter
Gary Amante Dentsu Philippines/Inc. Art Director
Elyse Chan/Bella Dentsu Philippines/Inc. Group Account Director
Migs Orleans Dentsu Philippines, Inc. Senior Account Director