Normal is enough.
Client Public Interest
Campaign Integrated
Departments
Creative
Production
Post-production
As part of our commitment to community welfare and creativity for good cause we created the "Be Normal" campaign to tackle the pressing issue of phone-induced distracted driving. The initiative aimed to raise awareness about the dangers of using mobile phones while driving, a behavior that has led to numerous accidents and fatalities and is on an active rise. The campaign was driven by a desire to make a positive impact rather than generate revenue.
Our approach
Our approach to designing and executing the 'Be Normal' campaign was rooted in a deep understanding of the audience and the emotional weight of the message. We began by conducting research to identify the key triggers and behaviors associated with distracted driving, ensuring that our creative elements would resonate authentically. The campaign was crafted with a clear focus on visual storytelling, utilizing a powerful narrative in the video to draw viewers in and evoke an emotional response.
Creative Strategy
The creative strategy for the 'Be Normal' campaign was centered on the stark reality of distracted driving, using emotional storytelling to resonate with audiences on a personal level. By highlighting relatable scenario where phone use leads to dangerous outcomes, we aimed to evoke empathy and provoke reflection. The campaign's messaging—'When you have your phone in your hands, your eyes see nothing else' and 'Be Normal while you can'—served as a powerful reminder of the critical need for focus while driving.
Social Media Creatives
Complementing the video, Riverblade created a series of impactful print advertisements.
The central message of these ads was: "When you have your phone in your hands, your eyes see nothing else."
This powerful statement served as a reminder of the risks associated with phone usage while driving, reinforcing the campaign's theme of promoting responsible behavior on the road.
We strategically integrated a multi-channel approach, leveraging both video and print media to maximize reach and impact. The print ads were designed to complement the video, using concise messaging and striking visuals to reinforce the campaign’s core message. Throughout the execution, we maintained a consistent tone and visual identity that underscored the urgency of the issue, ensuring that our message was not only heard but felt. By prioritizing emotional engagement and clarity, we aimed to inspire a meaningful dialogue around the importance of safe driving and the collective responsibility we share on the road.
Print Media Creatives
The campaign garnered interest from Ad Forum and was selected as one of the top socially responsible communications of its time. Clio's Ads of the World also promoted the advertisement on their social media platforms. Additionally, the campaign received recognition from the German Design Council.
