Problem
We started working on the initiative for the all-Slovenian action intended to improve the driving culture due to the ever increasing number of deaths on Slovenian roads. We have decided to design, i.e. for the first time in Slovenia and free of charge, such a social advertising campaign that would encourage tolerant driving behaviour and warn people about tragic outcomes of accidents caused by drunk drivers. Alcohol kills, maims, destroy careers and lives.

Solution
The aim of this idea is to present the most successful Slovenian athletes who inspire trust and positive emotions. Heroes whom we most often cheer feature in the role of victims or persons responsible for traffic accidents. Why famous individuals? People have become immune to grotesque images and anonymous faces, for which reason we have decided for an aesthetic presentation of an otherwise horrific message – famous athletes addressing all traffic participants. With this voluntary action, we would like to develop the sense of responsibility and emphasize the fact that all of us can, at one time or another, appear in the role of either a victim or a person responsible for an accident.

Within the framework of the 13^th 2005 Cresta Awards, Imelda Ogilvy’s “Cross” ad for Cilit, a product of the advertiser Reckitt Benckiser, won in the category of print ads for home products. Cresta Awards is an international competition whose awards represent the recognition of excellence in creativity, as well as a great achievement in the eyes of advertising and marketing professionals. The said ad is the work of Suna Tancig, Creative Director and Copywriter, and Samo Cerovšek, Executive Designer. Thus, Imelda Ogilvy added another important trophy to its collection of international and national awards.