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Ad Campaign

Do the right thing. For whatever reason.

Duration:
September 2016

My Role:
Individual
Tools:
Adobe Photoshop

Skills:Creative direction, Frame-by-frame 2D animation, Copywriting

Context

The South-Indian state of Tamil Nadu held the unfortunate distinction of leading the country almost every year in terms of road accidents by number . I wanted to nudge commuters towards better road safety practices. But people don’t like being preached to. How then do you effect behavioural change?

Project

This short and simple animated campaign was a light-hearted approach that encouraged people to follow traffic rules... for other reasons. I try to make people smile through my work, and I felt humour could be more effective than numbers or facts, without undermining the seriousness  of the situation.