Flowers are the traditional birthday gift. But flowers left on the roadside are a sad reminder of another road death. Greece holds the 3rd highest rate of road fatalities in the EU. It doesn’t take more than a short drive through Athens to come across many, many roadside bouquets.
To mark its 20th birthday, The Newtons Laboratory created of print, OOH and social assets for the Road Safety Institute of Greece (RSI) “Panos Mylonas”. They simply remind the public that the roads don’t want flowers.
Standing apart from road safety campaigns that intend to shock people into driving responsible with graphic images and tragic stories, this campaign’s visuals evoke the silent memorials not to shock, but to remind people not to be the reason more flowers end up on the road.
Credits
Advertising Agency: The Newtons Laboratory
Creative Directors: Giannis Sorotos, Dimitra Andrikopoulou
Art Director: Eirini Tzioti
Copywriters: Dionysia Lampadariou, Christos Tsirigotis
Account Director: Giorgos Panagioropoulos
Photographer: Tassos Vrettos
