Radio
Public Service/Social Welfare Entrant: Ace Saatchi & Saatchi, Makati City Toyota - Don't Text and Drive
"Text ECG"

Credits
Corporate Name of Client: Toyota Motor Phils
Client Account Director: Dax Avenido
Agency Account Director: Carol Arellano
Agency: Ace Saatchi & Saatchi, Makati City
Executive Creative Director: Andrew Petch
Creative Director: Tony Sarimento
Copywriters: Andrew Petch/Paolo Agulto/
     Bia Fernandez/Tony Sarmiento
Executive Agency Producer: Telly Arce
Agency Producer: Carlo Perlas, Loud Box
Account Managers: Norbert Pineda/Aye Ortiz

Basic description of the project:
Toyota wanted us to help them remind the public about the dangers of texting while driving. So we created radio ads that used texting tones to demonstrate the horrible things that can happen to people because of this dangerous habit. The first radio, titled "Siren", was a series of text tones that eventually formed an ambulance siren sound effect. The second, named "ECG", was a series of text tones that eventually formed an ECG machine sound effect. Both radios hammered home the point by ending with a grim reminder about the dangers of texting while driving.