This public awareness campaign about the danger of texting while driving attracts our attention mainly because of its subtle way of presentation. This print ad has been developed for Orange Israel, by Shalmor Avnon Amichay/Y&R Interactive Tel Aviv.
Previously, we have seen many advertising efforts with a view to make awareness about the danger of texting while driving. Most of them were direct in their nature, as the public should get the message immediately. Some were shockingly presented to make a strong impact. This ad belongs to neither group, it banks on the subtle communication.
In the ad, we can see image of office discussion is superimposed with that of a family on road. It shows that your mind will be somewhere else when you are texting while driving and there are possibilities for danger.
Agency: Shalmor Avnon Amichay/Y&R Interactive Tel Aviv
Chief Creative Director: Gideon Amichay
Executive Creative Director: Tzur Golan
Creative Director: Yaneev Avital
Art Director: Nathan Freifeld
Copywriter: Oz Frenkel
Executive Client Director: Adam Avnon
Account Supervisor: Dikla Tzemach
Account Manager: Adi Ashkenazi
Planning Director: Hila Tamir
Planner: Zohar Reznik