This brief came at a time when road deaths were escalating in South Africa, due to potholes, irresponsible pedestrians and other hazards. An initiative was started to encourage people to drive with their headlights on at all times. Audi Xenon Plus headlights are particularly effective at illuminating potential road hazards and ensuring safer driving – a fact we decided to demonstrate for consumers. 

To illustrate the superior illumination of Audi Xenon Plus headlights, we compared the effects of the lights to having 20/20 vision, demonstrating how they make any hazard – from the big and obvious to the minuscule – visible from any distance. 

Awards

The Loerie Awards 2011
Print Communication – Poster
Campaign Bronze

Agency: Ogilvy & Mather Johannesburg
Executive Creative Director: Fran Luckin
Creative Director: Mike Martin
Art Director: Michele De Iuliis, Thule Ngcese
Illustrator: Lee Blake
Copywriter: Philippa Heal
Strategist: Ryan Parkhurst