Don't Drink & Drive: Your last journey

Publicis Bucharest brings the funeral to the party change young peoples attitude to drink driving.

The 'departure from life' ritual at the Romanian orthodoxies funerals are very dramatic, meant to underline 'the pain of the soul separating from the body'.
Exactly the type of wake-up call we need it.

Usually, these Romanian funerals feature widows or old mothers that act as 'professional cries', called - 'bocitoare'. It's the old custom that, no matter from each family you leave from, makes it sure you'll be mourned.

So instead of regular promoters, we gathered a group of 'bocitoare' (professional funeral criers), who traditionally moan the dead on his last journey to the cemetery, we took some hidden cameras and went clubbing. We even created a proper funeral farewell song for them to sing.

And instead of a leaflet, we had the funeral towel, which had the message sewed in traditional style: "If you drink, you're driving on your last journey".

We definitely make an impact. To last a lifetime and be shared with many.
Some got scarred, some got angry, some got sad, others were in complete shock, some actually cried, but they all got the message: don't drink and drive.
Overall, the crying mothers made such a big impact in every club they visited, that the Romanian Police considered extending the action to a national level.