Hobby home page
Electriclime gif
IPA Banner Global Recognition
jw collective
Contemplative Reptile
  • International Edition
  • USA Edition
  • UK Edition
  • Australian Edition
  • Canadian Edition
  • Irish Edition
  • German Edition
  • Singapore Edition
  • Spanish edition
  • Polish edition
  • Indian Edition
  • Middle East edition
  • South Africa Edition

Beware of 'Bad Ideas' Behind the Wheel in CCR Driving PSA from LOBO

Creative 167 Add to collection

Global creative studio LOBO teams up with agency Heads and director Alton

Beware of 'Bad Ideas' Behind the Wheel in CCR Driving PSA from LOBO

Latin American highway concession operator CCR teamed up with agency Heads and global creative studio LOBO to bring fresh color to this new driving safety PSA with light-hearted animations, casting “bad ideas” behind the wheel as mischievous monsters with their own unique personalities, directed by Alton. From driving drunk and multitasking with texts to declining using a seatbelt, risky business increases traffic accidents and puts the driver and those around them in danger.

Alton directed the film and designed all nine unique creatures, each representing a dangerous driving habit: “Doze-Off” lumbers to a standstill in a daze, “Drunkaroni” thinks leaving the bar buzzed is a great idea, “Light-Killer” couldn’t care less about regular tune-ups, and many more. Amidst the chaos, a hero arose: “Responsa,” a fuzzy creature with a responsible attitude who stands for safer traffic for all. 

In addition to the spot, the LOBO’s character designs are being used in print and outdoor media, as well as starring in a campaign microsite where the user can send a Responsa card to a friend who drives responsibly–or a Bad Idea card, if that’s the case.

view more - Creative
Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.
Creative Agency

Account Managers: Fernanda Germek, Márcia Guimarães

Agency: Heads

Executive Producers: Alberto Lopes, Sérgio Salles

Producers: Eduardo Silva, Ricardo Vaz, Helena Jardim, Clara Morreli

Production Company

3D Rendering and Lighting: Luiz Benassi, Rafael Braga, Igor Colaiacovo

Animation: Fernand Oliver, Antonio Soares

Art Direction: Christo, Alton & Henrique Lobato

Concept: Pedro Jones, Wilson Panassi, Fernanda Oliver, Marcio Guerra, Bogus, Christo Silveira, Julia Goes

Director: Alton

Production Company: LOBO

Storyboard: Raoni, Pedro Jones


3D Animation: Leo Candaval (Producer), Marcio Nicolosi (Supervisor), Fernando Donizetti, Michel Denis, Jonathan Bento, Jorge Zagatto, Zé Alexandre, Jerome Saravas, Vitor Poli, Guilherme Paiva, Jonathan Edwards

3D Modelling: Rayza Alvarez, Jean Oliveira, Mauricio Sampaio, Felipe Bassi, Victor Hugo Souza

Compositing: Diogo Girondi

Texture Artist: Naiara Lima

Post Production / VFX

CG Director: Danilo Enoqui

Colourist: Bruno Gondim Luna (Colorscript), Luciano Giumaraes (Color Artist)

Creature FX: Sergio Filho

Developer: Gabriel Razio, Milton Dias, Bruno Saber, Peretto, Victor Hugo Souza, Gabriel D'orazio

Matte Painting: Sergio Faria

Genres: Animation

Categories: Road safety, Corporate, Social and PSAs

Press Kitchen, Tue, 12 Mar 2019 10:51:57 GMT