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basics
Industry: Media & Publishing
Media:TV & Cinema
Market:Brazil
Style: Minimalism
visual contents
credit
Brand:
Agency:
Executive Creative Director:
Creative Director:
Copywriter:
Art Director:
Illustrator:
Art Buyer:
Account Manager:
Planner:
Producer:
Other credit:Account Handler: Valeria Lopes
Media Manager: Ezra Geld
descriptioncnen
Brief Explanation
Even after the implementation of a tough zero tolerance drink-drive legislation, the numbers of accidents and deaths caused by drink driving are still very high amongst young Brazilians. So the challenge was to tell the stories of infamous rock stars who had the craziest lives – and deaths – to help 91 Rock communicate to youngsters that there are more interesting ways to enjoy life, and eventually die, than in an average and very predictable car crash. The objective is to help 91 Rock get this message out and reduce the number of deaths by drink driving amongst young drivers.

Describe the brief from the client
Reach out to youngsters about the dangers of drinking and driving in a more impactful and rock 'n’ roll way.

Description of how you arrived at the final design
To tell the stories of the crazy deaths of some of the most famous rock stars in history, we chose a very fluid and psychedelic style of animation. The colours, movement and choice of illustration relate back to the old days of rock n’ roll and has strong appeal with the young rock audience.

Indication of how successful the outcome was in the market:
The film aired on prime-time network television and reached thousands of spectators. The repercussion was great and the radio station received hundreds of comments on its Twitter page, and listeners called in to talk about the campaign.
awards
D&AD 2013
In-Book Film Advertising Crafts
Animation for Film Advertising
Cannes Lions International Festival of Creativity 2012
Bronze Design
Broadcast Design and Graphics Incl. Animation
Cannes Lions International Festival of Creativity 2012
Bronze Film Craft
Animation
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