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Interactive Annual 14:
Malteser Typo-Crash banner ad
A clever design that ends up surprising viewers with a serious message. Bart Marable
The unexpected intersection of typography and slot machines is oddly compelling. And the repeated use of powerful nomenclature with simple interactions makes the message stunningly clear. Liz Danzico
Every ninth traffic fatality is caused by drunk-driving and most accidents are caused by young drivers under the influence of alcohol; those that dont result in death, often lead to serious injury. This typographic banner, for Germanys Malteser Ambulance Service, is a striking, interactive appeal to twenty-somethings to not drink and drive. To evoke public awareness, increase preventative behavior and direct users to the issues discussed on malteser.de, young adults are confronted with the physical risks of drinking and driving—by typefaces borrowed from the labels of their favorite drinks.
- The banner ran on online-platforms promoting nightlife, public parties and music events.
- Click rates on www.malteser.de during the promotion were sixteen percent higher than in the previous months.
Is the audience you were targeting a particularly difficult one to reach?
Yes. Teenagers are increasingly difficult to target through traditional media channels such as press, radio or TV. So, there was indeed a need to come up with a new and contemporary campaign on drinking and driving, particularly with regard to young drivers.
It was our intention to communicate with the target audience in an environment with a close link to the issue itself. By creating an interactive banner to run on Web pages covering nightlife, parties and music events, we hoped to create awareness and preventative behavior with young people before they went out for the evening.
The banner was part of an integrated campaign that went beyond traditional ads in newspapers and entertainment guides. A regional spot was screened on video portals and distributed virally, give-away postcards were dispensed in cafés and bars, urinal posters in bars and discos featured images from the ad, as did billboards in parking lots close to popular nightspots.
When we look at other international campaigns against drunk driving, our campaign really stands out. And the success of it confirms that not all Don't Drink and Drive warnings need to show gruesome images, crash scenes and casualties to create awareness. Instead, a surprisingly creative and striking format can have the same effect in a way that's more in-tune with the zeitgeist of young people today.
Christian Mommertz, creative director/art director/project design and development
Dr. Stephan Vogel, executive creative director/writer
Dr. Ulf Schmidt/Uwe Jakob, creative consultants
Dirk Neugebauer, Flash programmer
Daniel de Leuw, art support
Jo Bacherl, photographer
Sabrina Belger/Sabina Hesse/Andrea Trott, typographers
Lars Kellner, Sinus AV Studio/Toni Maniscalco, Sinus AV Studio, sound designers
Ogilvy & Mather Frankfurt (Frankfurt, Germany), project design and development/ad agency
Malteser Hilfsdienst Frankfurt, client