“Responsible Holidays”, made by Next for Romanian Traffic Police

Cristina Blanaru Ads, Creativity

Next Advertising launched “Responsible Holidays” campaign, for Romanian Traffic Police, aiming to educate and make the public acknowledge the dangers of alcohol consumption combined with driving.

“Champagne” ad was made pro-bono by the Romanian advertising agency and will be broadcasted for free, as social campaign, by Romanian TVs such as Antena 1, Antena 2, Antena 3, GSP TV, Euforia TV, Kanal D, Romania TV, OTV, Music Channel, Realitatea and Prima TV.

The bottle you empty before driving can turn you into a criminal. Such an aggressive approach was needed around winter holidays, the period of the year when the alcohol concentration in Romanians’ blood increases. Maybe, seeing this ad, less drivers will have the guts to drive when they should call for a cab. We had the idea for the ad for quite some time. At a certain point, we also had the opportunity to film it with a performant camera. The rest was perfect, very little projects are approved and produced so fast. The collaboration with the Traffic Police was an exemplary professional experience

Liviu David

Creative Director Next Advertising.

In parallel with launching this campaign and “considering that, generally, during winter holidays, the temptation to drink alcohol and than drive is bigger, Traffic Police actions will intensify, with drivers to be tested with special devices”, as Lucian Dinita, representative of Romanian Traffic Police explained.

Credits

  • Next Advertising: Liviu David (copy, art, director&editor, creative director), Semida Duriga (client service), Floriana Scanteie (CSR communication & PR specialist), Ruxi Muntean (Media Director) and Oana Radu (Media Manager)
  • MME: Julien Eudes (DOP), Dragos Valcu (Producer), Alina Mircea (postproduction)
  • Romanian Police: Lucian Dinita, Costin Tatuc, Luminiţa Elena Ion along with:  Constantin Stroescu, Amalia Constantinescu, Stoica Simona, Chiriac Bogdan