Good Road Store
Copetrol and the Ministry of Public Works · Integrated campaign · 2015 · Integrated campaign · Road safety · Stunt
The problem
Easter week in Paraguay means families on the road, and a spike in traffic deaths.
The idea
A fake gas station offering coffins two for one. Ads in newspapers and social media, a website, a hotline. People called, confused or furious: a religious holiday doesn't joke about death. The backlash was the point.
Then the reveal: traffic accidents are the leading cause of death in Paraguay during Easter week.
It bothers you to see this, but it would be worse to use it.
My roleCreative concept and campaign strategy.
"It bothers you to see this, but it would be worse to use it"
"In this holiday, transit accidents are the most common cause of death in the country, please take care of your life and your family's, Drive safely"