Heads

CCR “Bad Ideas”

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.

 

Videos

CCR_60s_Bad_ideas
CCR_30s_Bad_ideas

Stills & Concept Art

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Credits

Agency
Heads
Executive Producers
Alberto Lopes, Sérgio Salles
Account Manager
Fernanda Germek, Márcia Guimarães
Producer
Eduardo Silva, Ricardo Vaz
Concepts
Pedro Jones, Wilson Panassi, Fernanda Oliver, Marcio Guerra, Bogus, Christo Silveira, Julia Goes
Animatic
Fernand Oliver, Antonio Soares
Storyboard
Raoni, Pedro Jones
CG Director
Danilo Enoqui
3D Modeling
Rayza Alvarez, Jean Oliveira, Mauricio Sampaio, Felipe Bassi, Victor Hugo Souza
Look Dev
Gabriel Razio, Milton Dias, Bruno Saber, Peretto, Victor Hugo Souza, Gabriel D'orazio
Fur / Yeti
Sergio Filho
Textures
Naiara Lima
3D Render
Luiz Benassi, Rafael Braga, Igor Colaiacovo
Composition
Diogo Girondi
Color Artist
Luciano Giumaraes
3D Animation
Leo Candaval (Producer), Marcio Nicolosi (Supervisor), Fernando Donizetti, Michel Denis, Jonathan Bento, Jorge Zagatto, Zé Alexandre, Jerome Saravas, Vitor Poli, Guilherme Paiva, Jonathan Edwards,
Matte Painting
Sergio Faria