"Good Road Company"
2015
Client:
Copetrol (Biggest Gas Station Chain in the country) / Ministry of Public Works and Communications of Paraguay
The Problem
Easter week in Paraguay means families traveling to the countryside. It also means a spike in traffic deaths.
The Idea
We created a fake gas station offering a buy-one-get-one-free deal on coffins.
Stage One
Ads ran in newspapers and social media. We built a website. Set up a hotline. Made it look real. People called. Some were confused. Others were furious. A religious holiday doesn't joke about death.
The backlash was immediate. And exactly what we needed.
Stage Two
We revealed the truth. The fake promotion was designed to stop you mid-scroll and force you to confront the actual statistic: traffic accidents are the leading cause of death during Easter week in Paraguay.
The Line
"It bothers you to see this, but it would be worse to use it."
My Role: Creative concept and campaign strategy.
The campaign worked because it made people uncomfortable before it made them think. The controversy became the conversation. And the conversation became awareness.
Safe driving messages get ignored. Fake coffin promotions don't.
Translation:
"It bothers you to see this, but it would be worse to use it"
"In this holiday, transit accidents are the most common cause of death in the country, please take care of your life and your family's, Drive safely"
