29 August 2014
Y&R South Africa’s ‘Licence to Live’ campaign for Caltex promotes safe driving by creating a heartfelt and unavoidable message on the back of a vehicle’s licence disk holder.
Since drivers tend to be more alert and concerned with safety when they have loved ones in the car, the campaign attempted to break the scare tactics-mould of traditional road safety communication by placing a picture of a loved one with a short message in the space.
Trial activations for this campaign took place at two Caltex forecourts around the Easter period this year – a time notorious for its increased road fatalities – and gave motorists the chance to create their own ‘Licence to Live’.
The campaign was recently awarded first place at the Creative Circle Awards in the out of home (OOH) category. According to Chris Gotz, Chief Creative Officer of Ogilvy & Mather South Africa and chairperson of the July awards, the campaign was really well-liked by the judges. “It was as much experiential as it was outdoor. We will see it again, I think,” he added.
Y&R South Africa Team Credits:
Chief Creative Officer: Graham Lang
Executive Creative Director: Rui Alves
Creative Director: Nkanyezi Masango
Creative Group Head: Justin Joshua
Copywriter: Graham Krige/Aadil Dalech
Art Director: Rowan Foxcroft/Gareth Owen/Brinke van Zyl
Illustrator: Rowan Foxcroft