The Victimes and Citoyens association is a member of the National Council for Road Safety in France and is since 2004 working to raise awareness of the dangers of the road. The organisation, which traditionally has focused on field action, wanted to affirm its commitment against drinking and driving among young people through a communication campaign.
The prints play with kitschy neon signs that brings the thought to nightclubs and drinking venues. A closer look however, reveals that the signs point out “The Pole”, “The Wall”, “The Tree” and “The Rail” - hardly desirable destinations for a driver. The message is clear and consistent: “Don’t let alcohol drive you to the wrong place”.
Photographed by Roman Jehanno and signed BETC Paris, the campaign aims to engage against drinking and driving.
Creative Director : Stéphane Xiberras
Art Director : Jordan Lemarchand
Copywriters : Julien Deschamps, Arnold Zalluram
Account Manager : Mathieu Laugier
Art Buyer : Karine Grealou
Advertiser : Victimes & Citoyens
Advertiser Manager : Vincent Julé-Parade
Photographer : Roman Jehanno
Photographer's Assistant : Arnaud Cognard
3D modeler : T@ng