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In November 2022, Dentsu Creative organized a competition open to aspiring communication and art direction students. The objective was to conceive a campaign aimed at promoting awareness for safe driving practices.
Our creative team created an out-of-home campaign featuring a compelling symbol: a steering wheel crafted in the shape of the peace sign. The visual blended the essence of both elements, allowing us to harness the powerful imagery of peace and love. The goal was to imbue driving with new meaning and encourage positive behavior among all drivers.
Out of the distinguished top 10 finalists, our billboard was prominently showcased in Piazza San Babila, one of Milan's most significant squares.
Translation: When the road gives the worst of itself, give the best of yourself.