2014 Winners & Shortlists

Brief Explanation

Egypt has the highest incidences of road fatalities per miles driven in the world. KIA wanted to remind drivers about the dangers related to the use of mobile phones while driving (one of main causes of careless driving habits).

The Brief

The brief was to tell Egyptian drivers not to drive and text at the same time.

How the final design was conceived

A different way of doing things. Instead of yet another gruesome campaign, we designed something simple, yet impactful – a new way to influence our audience in a careful and considered manner. The result was a new text and style, based on the idea that it can take just one letter to cause an accident. Over a three month period, KIA releases each letter, until it culminates in the whole line: Don’t text and drive. Creating a new angle in communicating the associated perils of texting and driving. PLEASE SEE BOARD FOR FINAL COLLECTION OF LETTERS.

Indication of how successful the outcome was in the market

The campaign is running right now. The only tangible result is the number of mobile phone-related accidents that will occur in 2014. And we won't know that until the UN publishes their numbers next year.