acam - "zebra crossing"

FCB Lisbon

FCB Lisbon Lisboa, Portugal

4742

Brand: acam
Country: Portugal

Advertiser: Auto mobilized citizens association

Title	zebra crossing
Agency	FCB Lisbon
Campaign	Zebra Crossing-AMAC
Advertiser	Auto mobilized citizens association
Brand	acam
Posted	October 2007
Product	institutional
Business Sector	Institutional/Public Interest/Non-Profit Org.
Tagline	1/4 of all traffic victims are pedestrians
Story	Alist of dead people painted on the asphalt as the white stripes of a zebra crossing, simulating a war memorial. On the sidewalks, a claim said: ¼ OF THE VICTIMS OF ALL AUTOMOTIVE ACCIDENTS ARE PEDESTRIANS.
Philosophy	By using the media as the message, we created a powerful way of passing the message to pedestrians exactly on the spot where the problem exists.
Problem	Create awareness for the fact that a great number of automotive victims arent inside a car. Use the media as the message and make it during Safe Street Week, held by city hall annualy, to maximize awerness and take a lift of the national media involved in the event.
Result	The initiative exceeded the initial expectations and objectives as it become the ending ceremony for the Safe Street Week by gaining a political dimension, having the city government held a press-conference before national and local media at the location of one of the special zebra crossings.
Media Type	Digital
Market	Portugal
Account Director	Carlos Baptista
Photographer	Rui Carvalho
Production Company Producer	Heitor Estudios
Advertising Manager	Monica Frechaut
Account Executive	Sonia Goncalves
Copywriter	Filipe Graca
Creative Director	Duarte Pinheiro de Melo
Art Director	Helder Romao
Executive Creative Director	Luis Silva Dias