“VW challenged us with a social campaign to not use cell phones while driving because today the number of people doing so has skyrocketed, and so have the consequences. The challenge was immense. How do we innovate in a message that’s been used worldwide? The answer was in the data. Someone on the team came up with a finding that blew our minds: the World Health Organization said that using a cell phone increases the likelihood of an accident by four times. The data was already different from anything we had seen, so we decided to paint on that canvas, and the result is impeccable in communicating and raising awareness: using a cell phone causes risk to take over the entire street,” said Henry Medina, CCO of Ogilvy Bolivia.
The campaign currently consists of six deliverables: Child, Runners, Girl, Dog, Street Vendor, and Elderly, but the agency does not rule out a street marketing action and a few more pieces.
