A. FILM
B. PRINT
C. OUTDOOR
D. RADIO
E. FILM CRAFT
F. DESIGN
G. DIGITAL & MOBILE
H. CREATIVE USE OF MEDIA
I. PR
J. MARKETING SERVICES
K. ADVERTISING CAMPAIGNS
B-16-11. Easter smash. Backside collision
| Agency | AIDA Pioneer Branding company |
| Creative head | Dmitry Apolenis |
| Author of idea | Tatiana Schwarzkopf |
| Series | Easter smash |
| Product | road traffic safety |
| Description | According to the Department of the state vehicle inspection of the Republic of Belarus with the increase of cars on the roads during Easter holidays increases the risk of car accidents. Herewith every fifth car accident is caused by a drunk driver. For the purpose of the prevention of this problem a series of prints was developed, which demonstrates the most common types of accidents: front, side and backside collisions. Instead of a car a vivid image of painted Easter eggs was used. Posters feature eggs crashing each other like in the popular Easter game "smash an egg." This game is an integral part of the Slavic traditions. The idea of the game is to smash an egg of the opponent, the winner takes the both eggs. Memorable spectacular visuals with unexpected and yet familiar images clearly reflect the main idea and draw attention to the problem of drunk driving. Visuals are supported by striking slogan, written in the style of comic couplet, which have spreaded easily. Attaching advertising campaign to a specific calendar period and overall informal communication tone have increased its effectiveness and easily broadcasted message to the target audience. TRANSLATION:Front collision You can win in “Easter smash” Sober drivers - stronger eggs With the increase of cars on the roads during Easter holidays the risk of car accidents rises. Every fifth car accident is caused by a drunk driver. Being careful will save your life and safety of your relatives. |
| Advertiser | Department of state automobile inspection of the Republic of Belarus |
| Team members | Deputy creative director - Valeriya Lapanik Copywrighter - Tatiana Schwarzkopf Photographer - Grigory Livshits Designer - Irina Dubyago |
