Subtle. Chilling. Memorable. The Newtons Laboratory makes sure that Greeks enjoying summer think of Paradise Beach in a new way. You see, Paradise also means Heaven in Greek. And Agios Petros is a village in South Greece, but also means Saint Peter, guardian of Heaven’s gate.  

The campaign for R.S.I. (Road Safety Institute) Panos Mylonas turns a piece of information people know – unsafe driving gets you there faster – into a double entendre, warning Greeks searching for carefree fun that common sense still has to come first.

According to research, about 1 in 2 people admit to driving more carelessly during the Greek summer. Helmets, seatbelts, and basic protective gear often get tossed aside, seen as optional or unnecessary.

Those so-called moments of freedom seen on the road, in ads and films and in fun-seeking daydreams, are not harmless snapshots of fun. They’re signs of danger.

Credits

Client: R.S.I. (Road Safety Institute) Panos Mylonas
Advertising Agency: The Newtons Laboratory 
Creative Director: Giannis Sorotos
Art Director: Argiro Pasxou
Associate Creative Director: Crysis Neophytou 
Copywriters: Dimitris Boutsikos, Nikos Tsatouchas 
Planner: Giorgos Panagiotopoulos