The assignmentThe Servei Català de Trànsit needed a new public awareness campaign to reduce the number of road accidents during the summer season. The message had be clear, direct and impressive.
The conceptWe needed a creative concept that made it clear that road accidents could be avoided. It's just making the right choices.
The claim "BEING AT THE WHEEL, CHOOSE THE RIGHT TRACK" perfectly fulfills this objective.
The ideaThrough the hypertextual narrative, we worked two stories, based on real facts, that were crossed between them in a tragic ending.
And from this idea , we developed all the advertising campaign.