Pretty cool campaign from Guatemala, specifically aimed for the students (who have the last three months of the year off from school). Because of this long off-school period, students tend to party a lot more… and drink, which unfortunately then leads to more drunken driving and the consequential accidents. Because Halloween is one of those somewhat more heavy party nights, a themed awareness campaign has been launched where witches have been attached to poles along the roadsides with a traffic sign above it that said: “This Halloween, don’t drink and drive”. Definitely a softer approach, but looking at the target audience, why not. I hope it helps.
Agency: lafábrica&jotabequ GREY, Guatemala
Creative Directors: Diego Rizzo, Ruben Leyton, Sergio Estrada
Art Directors: Manuel Godinez, Maria José Batres
Copywriter / Photographer: Diego Rizzo
Thanks, Ricardo (also on AotW)