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Responses by DDB Argentina

Background: Volkswagen Argentina wanted to address those people who think that driving after a few drinks is an ok idea. One of alcohol’s most dangerous effects is the decrease of inhibition and the increase of confidence, which causes people to do the dumbest things. Volkswagen didn’t want them to do the dumbest thing of all: drinking and driving.

Reasoning: In many cases, drinking alcohol can lead to bad decisions and stupid behaviors that can endanger your own life. We thought that showing those behaviors would help refrain people from getting behind the wheel after drinking.

Challenges: Communicating what we needed to say without appealing to the typical dramatic situations that most awareness campaigns use.

Favorite details: We managed to get the message across to the public and yet stay true to Volkswagen communications tone by using subtle humor, which is not very easy to find on an awareness campaign.

Visual influences: Real life situation photos that depicted exactly what we wanted to show. They were one of the triggers that started this campaign.

Anything new: We learned that humor can be a valid way to transmit even the most serious of messages.

ddbargentina.com

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