Since Vodafone is a telecommunications operator, texting is a big revenue generator. However, Vodafone has always advocated safety above profits, and sought to minimise road accidents and car fatalities resulting from texting and driving.

We composited thousands of text messages in actual SMS lingo to form a unique design, which at a glance looks like a blood splatter.

This unique design attracted a lot of attention and was shared widely on the intranet. It was also used as an e-mailer and sent out to ground force, retailers and dealers on Christmas Eve and New Year's Eve.