Creative Showcase
Yamaraj / Zara - The Tapas Bar, Chennai Traffic Police
Submitted By Nikhil Waradkar
Description
Drunken driving accounts for 70% of road fatalities in India. Everyone is aware of the perils of drinking and driving, yet continue to do so, ignoring the warnings. Hence the goal was to effect responsible drinking amongst people by getting them to use a drivers-for-hire service after drinking.
Objective
Conventional warnings have a limited effect. They remain statutory, like a warning on a cigarette pack. Shock value at a time and place least expected sometimes has its desired effect. That’s how and why we came up with the idea of a live stunt at a drinking hole. By this, we were able to catch our TG at the right place, right time and right frame of mind.
Indians are a God-fearing lot. Yamaraj being the God of Death, only helps in driving home the point harder.
Technical Challenge
When a drunk person drives himself, he often experiences at first-hand the result of his ‘bravery’. Yamaraj is believed to escort you in the eventuality of death. An experience like that is not to be forgotten easily. And at that point, the one moment when it just could be true, only to realize you have been given a reprieve and a suggestion to get a driver. The point we feel, does get the message across.
Yamaraj
http://www.youtube.com/watc...
Client
Zara - The Tapas Bar, Chennai Traffic Police
Industry
Restaurant, Government Organization
Agency
McCann WorldGroup
www.mccann.com
Media
Outdoor
Market
Public Service
Credits
Account Executive
Rahul Jan
Agency Producer
Vijay Jacob
Art Director
Rathish P Subramaniam
Creative Director
Prasoon Joshi, Anil Thomas, Rathish P Subramaniam, Melvin Jacob
Director
Shivakar
Editor
PostBox Studios
Illustrator
Sandeep Kottila
Photographer
Joseph M Daniel
Writer
Ketan Deshpande
Views
697
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