Cannes Lions

ANTI-DRINK-DRIVING CAMPAIGN

DENTSU, Tokyo / AD COUNCIL / 2007

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Every driver has a possibility to be a victimiser and to be a victim. How should we communicate to all drivers to have a deterrent effect? First of all, driver's judgment and recognition ability must be affected by the drinking, more than the driver thinks. And, drink-driving must be a crime regardless of the amount drunk.

To communicate these messages, we compare windshield to glass, rain to alcohol and turning wiper to drinking.If you turn the wiper, the field of view will be changing strangely more and more and, finally ….

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