The Malteser Ambulance Service (Malteser Hilfsdienst), an expression of the Sovereign Order of Malta and Malteser in Germany, launched an award-winning campaign against drink driving named Typo Crashes. The campaign used letters from famous liquor bottle labels to spell out the risks of driving under the influence – from whiplash to skull fractures and paraplegia.
One in nine traffic deaths in Germany is caused by a drunk driver, often a teenager.
The ads appeared on billboards in parking lots next to popular nightspots, as posters in toilets and as banners on party websites. An animated version of the ads ran in local cinemas (see Bannerblog)
Results in English are Crushed Spine, Paraplegia, Whiplash and Skull Fracture. In German we get Schadel trauma (Cranial Trauma), Wachkoma (Coma) and Splitterbruch (Fracture).
The Typo Crashes campaign was developed pro bono at Ogilvy & Mather, Frankfurt am Main, Germany, by creative director/art director Christian Mommertz, executive creative director/copywriter Stephan Vogel, advertiser’s supervisor Josef Dorfner, account managers John F. Goetze and Thorsten Orth, photographer Joachim Bacherl, typographers Sabina Hesse, Sabrina Belger and Andrea Trott, with art support by Daniel de Leuw and art buying Christina Hufgard.
The campaign won awards at the Cresta International advertising awards 2007 and the Grand Award for print at New York Festival of Advertising 2008.