UNFINISHED AUDIOS

According to Meta, Brazillians send 4x more audio messages than any other country, especially while driving. Simultaneously, using smartphones behind the wheel increases the risk of accidents by up to 400%. CCR, one Brazil's largest mobility companies, with 3,615 km of roads, needed to highlight the risks of sending voice messages while driving. So we did precisely the same thing people do: voice messages while driving.

However, with a haunting twist, the characters began to describe their own accident, using the same trivial tone as when they started the message. The campaign consisted of six radio spots, featuring six different characters mimicking everyday voice messages, which started with mundane subjects, gradually turning into live narrations of car crashes, blurring the line between habit and hazard.