By: Chris PowellKia Canada is putting the 'ink' in the anti-drinking and driving message through a new partnership with MADD Canada.
The PSA campaign from Innocean Worldwide Canada, the automaker's agency of record, uses so-called "memorial tattoos" to alert Canadians to the possible lifelong repercussions of driving drunk. Each year, more than 1,100 people die and more than 68,000 people (approximately 190 people each day) are injured as a direct result of impaired driving, according to MADD Canada research.
Working from a creative brief that stated "Guns, knives and car keys - they can all be deadly," Innocean presented three creative concepts to Kia, with the memorial tattoos concept a clear winner.
The three executions feature men and women adorned with black ink renderings of the people they killed as a result of driving while drunk. Gerald Schoenhoff, Innocean's senior vice-president, executive creative director, told Marketing that pre-campaign research on memorial tattoos found that they are typically rendered only in black.
Continue Reading: marketingmag.com
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