Dasein Academy 'Road Safety'
Creative Direction / Art Direction (Ogilvy & Mather)
Dasein Academy, one of Malaysia's leading art & design schools moved from a location on the outskirts of the city to a larger and more urban city location.
School administrators wanted a road safety campaign to remind students to be more aware of the traffic hazards of their new surroundings.
The biggest danger for this young, tech savvy group is how they wear and listen to their mp3 players while walking about the city, often times unable to hear or notice oncoming traffic.
Noting this pervasive habit, the visual language of an mp3 advertising campaign was leveraged but given a completely fresh and hard-hitting twist.
Copy: 10,000 distractions in your pocket. Stay alert when you cross the road.