Cannes Lions
TALENT MARCEL, Sao Paulo / MAPFRE / 2019
Overview
Entries
Credits
Background
Brazil faces a serious problem with a high mortality rates in traffic. Only in 2017, more than 37,000 people died in traffic accidents. Most of these accidents are caused by traffic laws disrespect, for e.g.: drinking and driving, disregarding speed limits and using the cell phone while driving.
Execution
Instead of using a graphic or digital piece, we used pieces of car plates that were involved in fatal traffic accidents and turned them into a typography. The letters, together, formed awareness messages. The billboards were located in the more traffic streets of the city of São Paulo
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