Responses by Cortez Pereira, art director, Executiva Propaganda
Background: The ads for non-governmental organization DETRAN-RN (Departamento Estadual de Trânsito do Rio Grande do Norte) aimed to impact bikers in a direct and creative way, showing the danger of committing traffic violations in Brazil, as the number of fatal traffic victims increases every day.
Reasoning: We got the idea from a popular saying—“No matter how fast you act, consequences will always remain.” We brought this expression to the subject we were addressing in order to make it easy to absorb and understand by people of all social classes. We perfectly synthesized “cause and consequence” in a creative, objective and didactic way. After all, a thousandth of a second can have consequences on you for the rest of your life.
Challenges: Addressing the need to implement a bold new way of making public-use communication—one that is closer to the reality of people, creates more dialogue with their feelings and explores the maximum of creative energy.
Favorite details: I was proud of all the details, from the idea conception to the post-production process. Bringing vivacity to all the pieces was very gratifying.
Time constraints: As always, time is a worrying factor. In this campaign, we had a very short time for pre-production. We only used one type of car model, and with more time, we could have gotten a better result. However, I believe that our goal was reached and that the target was also impacted.