Licence To Live
Caltex/Chevron
Issue 33 | December 2014
Agency
Y&R SA
Creative Team
Chief Creative Officer: Graham Lang Executive Creative Director: Rui Alves Creative Director: Nkanyezi Masango Creative Group Head: Justin Joshua Copywriters: Graham Krige, Aadil Dalech Art Directors: Rowan Foxcroft, Gareth Owen, Brinke van Zyl
Production Team
Illustrator: Rowan Foxcroft Art Buyer: Ashleigh Hamilton Agency Producer: Rory Bonnes
Other Credits
Client Service Director: Ashleigh Lambert
Date
April 2014
Background
By law, every car has to display a licence disc sticker on the windscreen. The media space on the back of the disc is often used as meaningless branding that often gets overlooked.
Idea
So the idea was to turn this small ad media into a message that couldn't be ignored by placing a picture of a loved one on the back. Introducing the Licence to Live: The free licence disc sticker with a picture of a loved one. Activations were held at numerous forecourts during the Easter weekend holiday – a period notorious for it's high road fatalities – and gave motorists the chance to create their own Licences to Live.
Results
During each day of the promotion, 1 licence sticker was printed every 5 minutes. 90% of recipients said they were compelled to drive more responsibly – making roads safer in South Africa.