We got some cool news from San Diego last week: we were named winners of the 2011 “Champion a Cause” Creative Challenge. It’s an annual competition sponsored by Zappos.com and hosted by SecurityPoint Media and the American Advertising Federation (AAF).
This year, they invited the nation’s top advertising, marketing and media experts to develop ads to get people to stop texting and driving. It’s something we feel pretty strongly about. So when we got the brief, we dove right in.
But there was a twist. The brief provided a really unique insight. It turns out, 30-39 year olds are actually more likely to cause an accident due to distracted driving than their teenage counterparts. So we wouldn’t be targeting idiot teenagers…we would be targeting idiot adults…people just like us.
To reach this group of business-traveling, crackberry addicts, Zappos.com and SecurityPoint Media secured space in the bottom of every single security bin at Newark Liberty International Airport, San Diego International Airport and Chicago’s O’Hare International Airport. They just needed the right creative.
And this is the winning work…
Special thanks to the judging panel for selecting our work: Steve Pacheco, Director of Advertising, FedEx; Susan Credle, Chief Creative Officer, Leo Burnett; Jonathan Perelman, Industry Relations Manager, Google; and Aaron Magness, Senior Director, Brand Marketing and Business Development, Zappos.com.
Paul Amelchenko is Creative Director at bfw Advertising+Interactive in Boca Raton, Florida. Follow him on Twitter @PaulAmelchenko. bfw is a full service advertising agency with strong competencies in new media. We’re a tight knit collection of writers, artists, designers, technologists and thinkers who share a common passion for doing great work that makes things happen. For more information call (561) 962-3300 or visit gobfw.com.