CONTEXT
Playing with fireworks and explosives during New Year's Eve is a long-standing tradition in Ecuador.
Those who dare to use them are at risk of injuring or losing their hands.
Those who dare to use them are at risk of injuring or losing their hands.
Bomberos de Guayaquil is always expected to launch a prevention campaign during this time of the year.
IDEA
To remind the citizens of Guayaquil about the dangers of exposing their hands to explosives, Bomberos and the City Hall worked close to create a message, seizing the biggest hands of the city: The Monument of Hospitality.
We turned the monument into an outdoor message overnight to grab the attention of every pedestrian and vehicle user, besides going viral on the internet.
Please, don't play with fireworks.
Agency: Publicitas Saatchi & Saatchi
Client: Benemérito Cuerpo de Bomberos de Guayaquil
Creative Director: Jorge Villamar
Creative: Juan Manuel Negrón
Art Director: Gabriel Calderón
Graphic Designer: Jaime Castells
Planning Director: Ana Calero
