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Malteser 'Typo Crash' Banner

Award: Wood Pencil

Wood Pencil / Online Advertising / Online Advertising / 2008

One in nine traffic fatalities is due to drink driving. Most of these preventable accidents are caused by young drivers. In response to this, the Malteser Ambulance Service Frankfurt commissioned an insistent appeal to young drivers’ sense of responsibility, combined with an attention-grabbing drive-to-web impulse. By using labels of well-known liquor brands, we created typographical collages. In a very graphic way, individual letters combined to spell out the medical terms for lifethreatening injuries.

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