HELP!
Issue 11 | July 2009
Agency
BBDO/Proximity Malaysia
Creative Team
Chief Creative Officer: Ronald Ng, Executive Creative Director: MUN, Art Directors, Kelvin Leong, Aidan Au, Pebble Goh, Copywriters: Kevin Le, Ronald Ng
Production Team
Manager: Sew Weng Kok
Other Credits
Account Manager: Junisa Sidek, PR Managers: Sham Van Boonstra, Azi Shafian, Uzz Taufek
Date
2008
Background
HELP wanted to change the devil-may-care attitude of young people who drink and drive.
The agency wanted to do something more arresting than simply produce a poster to go up on college noticeboards.
Their target audience, youths aged 19-24, needed to be stopped in their tracks.
Idea
The agency took parts from a car that had been wrecked in a drink driving accident and used them to fashion a wheelchair.
This was then put on display within colleges where there was a lot of student traffic.
Pledge boards invited people to show their support for the campaign.
This was followed up with a competition, inviting students to create their own artworks , preferably using car parts, interpreting the theme of the consequences of drink driving.
Results
Over 10,000 signed pledges.
Free media coverage on TV and in newspapers to the value of around 1.7m Malaysian ringgits – or £320,000 GBP.
Our Thoughts
I don’t know if advertising is ever art but certainly art can be advertising, proof being this installation for HELP, which had a very profound effect on the many who saw it, touched it and imagined sitting in it.
The fact that the campaign has won an EFFIE for effectiveness must be particularly satisfying to the agency. Proof that innovative