Non ci sono scuse

SOLUTION

NON CI SONO SCUSE (“There are no excuses”) is an awareness campaign in collaboration with the municipality of Milan, that aims to increase citizenship awareness on the risks and consequences of driving under the influence of alcohol. The communication works towards excluding a paternalistic and tragic tone, but rather taking advantage of an ironic and funny language using the cliché of some excuses used to justify the drunk driving. First of all, a video spot shows a case of detention by the authorities, making fun of the driver who tries to come up with an excuse. The same excuses are then used in billboards, where attention is drawn to objects regarding driving, sealed in glass jars, as a metaphor standing for the legal consequences. Finally, a coaster and an alcohol test are distributed at pubs, inviting the consumer to check their conditions before driving.