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We aim to challenge and reinvent; to find more effective ways of making our clients’ brands move their customers. And to do so in a manner that is differentiated for their brand while being relevant to their specific customer. We aim to Resist the Usual. This is not difference for difference sake; that way lies gimmickry and short-termism. This is difference and relevance, the cornerstone of successful brand building. We use the power of insights, ideas and impact to deliver work that’s impossible to ignore. This binds us. This fires us up. This is who we are.

Y&R & Caltex Reimagine Overlooked Ad Space To Promote Safe Driving

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