Title | Licence To Live |
Agency | Y&R Cape Town |
Campaign | Licence To Live |
Advertiser | Chevron Corporation |
Brand | Caltex |
Date of First Broadcast/Publication | 2014 / 8 |
Business Sector | Energy Production, Raw Materials & Minerals |
Tagline | If you drink and drive, you're a killer! |
Story | In South Africa, 40 people die on the roads every day mainly because of irresponsible driving. Safety campaigns are often forgotten in that critical moment when a driver decides to make an unsafe decision. By law, every car has to display a licence disc sticker on the windscreen. The media space on the back of the disc is often used as meaningless branding that often gets overlooked. So Y&R Cape Town decided to turn this small ad media into a message that couldn't be ignored by placing a picture of a loved one on the back. Introducing the Licence to Live: the free licence disc sticker with a picture of a loved one. Activations were held at numerous forecourts during the Easter weekend holiday a period notorious for itâs high road fatalities and gave motorists the chance to create their own Licence to Live. |
Media Type | Case Study |
Length | |
Agency Producer | Rory Bonnes |
Art Director | Brinke Van Zyl |
Art Director | Gareth Owen |
Copywriter | Graham Krige |
Copywriter | Aadil Dalech |
Creative Director | Nkanyezi Masango |
Executive Creative Director | Rui Alves |
Chief Creative Officer | Graham Lang |