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 |