Many people have the bad habit of texting while driving knowing that it is deadly; however, multiple campaigns keep informing us of the issue as if it was totally new and putting the blame on people. That's why we decided to grab their attention by showing them that we know they already know, with irony. It was about time to communicate that we have nothing new to tell them, we wanted to tell them the obvious: Texting and driving is as dangerous as it was a thousand years ago. What do you think would have happened if a Sulky driver had typewritten while driving? We decided to imagine this bad habit in different ancient means of transportation. That's how we got a truly absurd and ironic design that could generate a great visual impact on people, making them reflect on this issue.

In order to implement the campaign in the most effective way, we opted for digitally illustrating absurd situations, to simulate as much as possible a vintage picture. Not only because the photo was uncommon, but also because the situation needed the same important work of art.

Through this campaign, we managed to deconstruct and bring the message of awareness closer and renewed the image of the Government of the City of Buenos Aires. We successfully attracted attention and stood out on magazines, and social media content, for being the first ones addressing the issue in a more deconstructed and funny way.