The traffic sign

Creative idea

Greece ranks 3rd in Europe in deaths due to traffic accidents. Many of them are caused because drivers are on their phones while driving. Shell wanted to draw attention to all drivers, emphasizing in the fact that if you miss even one traffic sign, it could be fatal. Looking at this print, it’s easy to miss the three dots of chatting, instead of traffic lights. It’s ok, it’s just a print ad. It’s not ok to miss it in real life. It will be fatal.

Brand name: Shell
Advertiser / client: Shell
Product / service: Safe Driving
Campaign name: The traffic sign
Agency network: MCCANN WORLDGROUP
Agency: MCCANN ATHENS
Agency chief executive officer: Aleka Papadia
Creative director: Eleftheria Petropoulou
Art director: Sonia Haritidi
Copywriter: Eleftheria Petropoulou
Account director (agency): Maria Mavridopoulou