Cannes Lions
AMÉN, Montevideo / MINISTRY OF TRANSPORT / 2015
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Uruguay has no natural disasters such as earthquakes, hurricanes or tsunamis. That was the main insight of the campaign which drew a parallel between natural disasters suffered in various territories around the world to show that the road accidents are even more harmful to Uruguay than earthquakes, tsunamis, hurricanes and volcanoes in countries like Chile or Japan. So we create in our campaign disasters in different cities of the country, showing how harmful could be a natural accident of this nature.
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