Every so often drivers find themselves tempted by Bad Ideas: having a drink before driving; using smartphones behind the wheel; feeling too lazy to fasten their seat belts; driving while sleepy; and so on. All those practices increase the risk of traffic accidents, putting the safety and even the lives of the driver and those around them in danger.
To educate motorists in a playful, lighthearted way CCR, one of the biggest highway concession operators in Latin America commissioned Heads agency and Lobo to create a campaign where those Bad Ideas are transformed into mischievous little monsters. To do battle against them a superhero was also created: Responsa, a fuzzy creature that symbolizes the responsible attitudes every driver must adopt in order to avoid accidents and contribute to a safer traffic for all: getting enough rest; keeping the vehicle in good shape; wearing a seat belt; not drinking and driving; etc.
The Alton duo was in charge of directing the film and designing all 9 characters, who will also be used in print media and roadside signage, as well as starring in a dedicated website where the user can send a Responsa card to a friend who drives responsibly – or a Bad Idea, if that’s the case.