ZOO group’s poster for PCYC NSW accepted at the Care Awards at Cannes Lions Festival
ZOO group’s work for PCYC NSW has been accepted in the Care Awards and will be shown at the Act Responsible Advertising Exhibition being held at the Cannes Advertising Festival this June.
The acclaimed poster series, delivered out of the Sydney office, urged the friends and families of P-Platers to seek advice and strategies on how to help their young people be safer drivers.
Part of a strong and confronting campaign designed to alert people to the dangers of texting, drinking, drugging and driving while fatigued, the campaign created more than 30% increase in hits to the PCYC website – and hundreds more downloads of the hints, tips and advice it contained.
Says Philip Ross, the former national brand manager of PCYC: ”Over 5,000 P-Platers a year are involved in automotive accidents – often resulting in death or traumatic injury to friends and family passengers, as well as drivers. ZOO’s campaign got this message across with a campaign that was cut-through, creative and very compelling. We’re delighted with the results.”
Whilst the original campaign wasn’t entered into the Cannes Awards, ZOO Sydney ECD, Mark Lees is delighted with the result.
Says Cubbin: ”I knew this was a strong body of work, as soon as I saw it on the team’s layout pads. To have it recognised in an award ceremony and exhibition about highly creative, effective, caring and responsible advertising at Cannes this year is testament to that.”
Capitalising on the success of the print and Facebook campaign, ZOO group is getting a series of TV and web-films ready to launch in the lead up to the Winter holiday season and then the traditional Schoolies break.
2 Comments
It’s not as ‘awardy’ and ‘Cannes cool’ as the recent Kiwi work in this space – but I’m sure it’ll be just as effective from a typical Mum and Dad’s perspective. Well done for having the word ‘dying’ in an ad about driving safety, rather than an euphemism.
Boring