What if we created an alphabet from the nameplates of crashed cars and used these letters to spread out messages of traffic awareness? This is how Accidental Alphabet was born.

The letters used were taken from cars that had actually been in accidents and were idle on the yards of the Brazilian Road Police. After gathering the pieces, they were treated, assembled, photographed and vectorized, becoming a digital file made available for download for free on the main fonts websites. These fonts preserve their original features, very present in popular imagery. This is why we looked for the nameplates of the most popular cars in the country, making Accidental Alphabet into an awareness tool full of references and values to the viewer.

This campaign raised never before seen numbers for DPVAT: the average interactions in the insurance company’s Facebook page were 1,000 times higher than usual. Also, the action’s video case, published on DPVAT’s page, topped 1.2 million views.