91 Radio Rock: DEATHS

Credits & Description:

Type of entry: Graphic Design & Design Crafts

Category: Broadcast Design and Graphics Incl. Animation

Advertiser: 91 ROCK

Product/Service: 91 ROCK

Agency: JWT BRAZIL São Paulo, BRAZIL

Advertiser 91 ROCK

Product 91 ROCK

Entrant JWT BRAZIL São Paulo, BRAZIL

Type of Entry: Graphic Design & Design Crafts

Category: Broadcast Design and Graphics Incl. Animation

Title: DEATHS

Advertiser/Client: 91 ROCK

Product/Service: 91 ROCK

Entrant Company: JWT BRAZIL São Paulo, BRAZIL

DM/Advertising Agency: JWT BRAZIL São Paulo, BRAZIL



Executive Creative Director/Creative Director: Roberto Fernandez (JWT)

Executive Creative Director/Creative Director: Ricardo John (JWT)

Copywriter: Leandro Pinheiro (JWT)

Copywriter: Rafael Freire (JWT)

Art Director: Rodrigo Adam (JWT)

Art Buyer: Renata Sayao (JWT)

Art Buyer: Paula Ferrari (JWT)

Illustration: Daniel Semanas (JWT)

Illustration: Guma (JWT)

Illustration: Paulo Stoker (JWT)

Account Manager: Fernanda Antonelli (JWT)

Planner: Fernand Alphen (JWT)

Producer: ParanoidBR (ParanoidBR)



Brief Explanation

Even after the implementation of a tough zero tolerance drink-drive legislation, the numbers of accidents and deaths caused by drink driving are still very high amongst young Brazilians.



So the challenge was to tell the stories of infamous rock stars who had the craziest lives – and deaths – to help 91 Rock communicate to youngsters that there are more interesting ways to enjoy life, and eventually die, than in an average and very predictable car crash. The objective is to help 91 Rock get this message out and reduce the number of deaths by drink driving amongst young drivers.



Describe the brief from the client

Reach out to youngsters about the dangers of drinking and driving in a more impactful and rock 'n’ roll way.









Describe the creative solution to the brief/objective.







To tell the stories of the crazy deaths of some of the most famous rock stars in history, we chose a very fluid and psychedelic style of animation. The colours, movement and choice of illustration relate back to the old days of rock n’ roll and has strong appeal with the young rock audience.









Describe the results in as much detail as possible.







The film aired on prime-time network television and reached thousands of spectators. The repercussion was great and the radio station received hundreds of comments on its Twitter page, and listeners called in to talk about the campaign.