We implemented the project for the "Department of State Automobile Inspection of the Ministry of Internal Affairs of the Republic of Belarus".
The task was to demonstrate the danger of drunk driving during the Easter holidays. Drivers who were travelling during this period were identified as the target audience.
According to the State Automobile Inspection of the Ministry of Internal Affairs’ data during the Easter weekend, the risk of accidents increases along with the increase of cars amount on the roads. At the same time every fifth accident happens through the fault of drunk drivers.
For solution we developed a series of prints showing the four most common types of accidents: side, frontal, rear and tangent collision. In this case, instead of cars, we used a bright image of traditional painted Easter eggs, which beat against each other as in the well-known folk Easter "bitki" game. To enhance the effect, the campaign was implemented in the Belarusian language.
Memorable spectacular visuals with unexpected and at the same time familiar images reflected the main idea and drew attention to the problem of drunk driving.
The project was evaluated not only by the client but also by a jury of several ad festivals.