Romania traffic police - "Your Last Journey"

Publicis Romania

Publicis Romania Bucharest, Romania

3575

Title	Your Last Journey
Agency	Publicis Romania
Campaign	Your Last Journey
Advertiser	Romanian Traffic Police
Brand	Romania traffic police
Posted	November 2012
Business Sector	Road Safety
Story	The “departure from life” ritual used in the Romanian Orthodox funerals is very dramatic, meant to underline “the pain of the soul being separated from the body”. Usually, these Romanian funerals feature old mothers who act as professional criers, locally called - “bocitoare”. It’s the old custom that, no matter which family you depart from, makes sure you’ll be properly mourned. So instead of regular promoters, we gathered a group of professional funeral criers and went clubbing. We also replaced the classic windshield leaflets with traditional funeral towels. Idea: If you drink, you’ll drive on your last journey!
Philosophy	This was our unconventional response to the ridiculous budget we had to deal with. Therefore, it was well thought to be something more than a memorable stunt - to earn media, go viral and be immediately picked up by the traditional media (TV and press).
Media Type	Events
Creative Director	Razvan Capanescu
Copywriter	Andy Daniluc
Copywriter	Andrei Gurau
Art Director	Raluca Bararu