Pieter Claeys
Creative at Happiness FCB
Bruxelles, Belgium
TitleAlmost Home
BriefThat familiar “ding” of an incoming message beckons us to reply. And we instinctively pick up our phones...even while driving. But what if we could see the impact of our inattention? Almost Home turns Google Maps into a text editor, allowing visitors to type their text message on any road. The custom font connects to the speed limit data and stretches the message to the exact number of meters that you would be driving blind. "Will be 10 minutes late honey" adds up to 592 blind meters on a 90 km/h road ౼ more than enough time for a serious accident.
Agency
Campaign Almost Home
Advertiser OVK / PEVR (Parents of Child Road Victims)
Brand OVK/PEVR
PostedOctober 2018
Business Sector Road Safety
Story You miss a lot when you text behind the wheel. But how much exactly? Well, now you can just see for yourself: Blindmeters.com turns Google maps into a text editor and allows you to type on any road. A specially designed font connects with speed limitations of the road you are typing on and stretches to the exact amount of meters you are driving blind.   The results are eye opening: One character at 90km/h makes you miss 19.75 meters. That makes 26.33 meters at 120km/h. Needless to say, your text messages are longer than you think: "Almost home" is 10 characters, but 289 meters as well. "On my way," 7 characters, but 236 meters. And these are just the shorter kind of messages people keep texting behind the wheel. Longer messages are quickly reaching 1 kilometer. Stunning, keeping in mind that 1 fraction of a second of inattentiveness can have serious consequences.   A new take on road safety campaigns: Driving blind.   Texting and driving is dangerous. We’ve all heard it before in numerous road safety PSA campaigns. We still do it, though. Because "it’s just a quick text message," just a "little post on Facebook or Snapchat, or Whatsapp, or whatever…" But, honestly, does. "a quick text message" even exist? Because when you send text messages behind the wheel, you are driving blind.   Geoffrey Hantson, CCO of Happiness Brussels, an FCB Alliance, said: “In order to change that behavior we wanted to literally let people experience how many meters they are actually driving blind. Because even though most people know, nobody really realizes how many meters they are really missing.”   Data, data, data   This campaign connects different databases, layered on one website. Thomas Coliers, head of technology added: “The website combines data from different map sources which allows us to render text along roads on top of satellite imagery. One source is used as the primary visual layer for the map, another source allows us to use the geometry data of the roads, together with speed limits and other important data to be able to 'write' on these roads. The font in the website is custom made for the purpose of being able to dynamically stretch.”   Covered in the whole of Europe The campaign was created by the duo of Happiness Brussels and OVK/PEVR (Parents of Road Victims), who took home Bronze at this summer’s Cannes Lions for their “Behind the Numbers” radio spot. The platform is supported by a fully integrated media campaign, with a television and cinema commercial, and social films of people walking the distance of their last text message. The campaign initiated in Belgium and will spread amongst different European countries.
Media Type Web Site
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