Benjamin Coché
Copywriter at Serviceplan France
LEVALLOIS PERRET, France
TitleThe Virtual Crashboard
Title (original language)Le simulateur d'impact (anglais)
BriefAn interactive digital billboard was erected near busy pedestrian crossings all over the Paris area. Equipped with a motion detector, speaker, and camera, the smart billboard made the sound of squealing tyres whenever a pedestrian attempted to cross the road when the red man was showing. The frightened faces of the pedestrians were projected directly onto the billboard and shown alongside the caption: “Don’t risk looking death in the face. Check the lights and cross safely”. Pictures and films of the frightened faces were used as an online awareness-raising tool.
Agency
Campaign The Virtual Crashboard
Advertiser Direction de la Sécurité et de la Circulation Routières
Brand Sécurité routière IDF
Date of First Broadcast/Publication
Business Sector Road Safety
Tagline DON’T TAKE THE RISK OF FACING DEATH
Story Starting on March 22nd, we held an unprecedented field operation in Paris. A specially designed interactive digital billboard was consecutively displayed near busy pedestrian crossings all over the Paris area. Equipped with a motion detector, speaker, and camera, the smart billboard made the sound of squealing tires whenever a pedestrian attempted to cross the road while the “red man” (no crossing sign) was on. The frightened faces of the disobedient pedestrians were projected directly onto the billboard and shown alongside the caption: “Don’t risk looking death in the face. Check the lights and cross safely”. QR Codes on the Billboard led the pedestrians to video messages of real crash survivors. They could then take a pledge not to cross on red light anymore and contribute their picture to the campaign. We used the pictures of the frightened faces as posters created under real-life conditions and used the film of the moment as an online awareness-raising tool.
Story (original language) A l'approche de la 7ème édition de la Quinzaine Régionale des Usagers Vulnérables, l'agence Serviceplan a organisé le 22 mars 2017 à Paris une opération terrain inédite visant à sensibiliser aux dangers des imprudences piétonnes qui engendrent plus de 4500 victimes par an en Ile-de-France. Cette action s'inscrit dans le cadre de son marché de communication sur les enjeux franciliens de la Sécurité Routière avec la DRIEA (Direction Régionale et Interdépartementale de l'Equipement et de l'Aménagement d'Ile de France). Le principe de l'opération a consisté à disposer un panneau d'affichage digital interactif spécialement conçu pour l'occasion, aux abords d'un passage piétons à feux de signalisation très fréquenté. Equipé d'un détecteur d'infractions, d'un haut-parleur, et d'un appareil photo, le panneau « radar » émettait un son de crissement de pneus à chaque fois qu'un piéton s'engageait malgré le « bonhomme rouge ». Photographiés en flagrant délit d'imprudence, les visages effrayés de ces piétons indisciplinés étaient alors projetés en direct sur ce même panneau. Ils devenaient ainsi, en direct, les protagonistes d'affiches de prévention marquées de l'accroche : « Ne prenez pas le risque de voir la mort en face. Traversez en respectant les feux de signalisation ». La vidéo digitale et les affiches créées en conditions réelles seront utilisées dans le cadre de la prochaine Quinzaine Régionale des Usagers Vulnérables (15-28 mai 2017) (affichage en gares, campagne Facebook...)
Problem In France, and particularly in Paris and its suburbs, pedestrians are disobedient towards road safety rules. In the past year, ± 4500 persons were injured or killed due to imprudent behavior. The Parisian Road Safety Authority wanted to raise awareness about the danger of being a careless pedestrian, in order to make this terribly large figure decrease.
To change behaviors, nothing has more impact than the experience of danger. We thought: Why does always an accident have to happen first to make people realize the danger? How can we create a huge mass media impact – without a single actual crash impact?
The creative idea of this campaign was born: make people experience the fear of getting hit by a car and transform this individuals’ experience into a raised awareness mass campaign targeting the largest number of people. Impact – without an impact.
Media Type Interactive Outdoor Experience
Length
Executive Creative Director
Creative Director
Associate Creative Director
Associate Creative Director
Art Director
Chief Creative Officer
Copywriter
Producer
Agency Producer
MOTION DESIGN
Production Manager
Editor
Sound Engineer

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