2015 Winners & Shortlists

Results and Effectiveness

The campaign’s call to action was to stop texting and driving. The only tangible results will be made available the next time stats about road deaths come out.

Creative Execution

The idea for the print came from the medium - the puzzle sections within the pages of popular newspapers and magazines. If we could create a puzzle that looked like a normal puzzle, and as difficult as a puzzle, yet offer a twist in the reveal or answer, then we'd be communicating with people while they are most engaged - and not just flicking through the ads. Each execution was implemented within the puzzle or crossword sections in the publications, so the ads looked like the belonged to those sections - and not like 'normal' ads. Colours and fonts we copied to instil even more legitimacy.

Insights, Strategy and the Idea

Dubai's dramatic growth has its rewards, and its risks. Driving is one of those risks. Texting and driving is one of the major causes of accidents and deaths on the Dubai roads. One of the Dubai Roads and Transport Authority's (RTA) responsibility is to provide safer roads to the people of Dubai. This purely awareness- and education-driven message had only objective: communicate the perils of texting and driving in print form, but make it different to the 'other' safer driving print ads. Newspapers and magazines in the UAE can claim one of the highest readership per capita numbers in the world. But in order for us to deliver a message that we could guarantee made more impact than other print advertising we had to use a more effective to grab peoples' attentions. So we used the extremely popular puzzle sections in both nation- and city-wide newspapers and magazines.