Serviceplan, Paris has created a novel installation to stop traffic deaths and injury
Media: Integrated/ Experiential
Road Safety Authority France (Paris and its suburbs): THE VIRTUAL CRASH BILLBOARD
Translation of headline to English: DON’T TAKE THE RISK TO FACE DEATH.
Category: Public interest
Advertised brand: THE PARISIAN ROAD SAFETY AUTHORITY (DRIEA)
Advertising Agency: SERVICEPLAN France, Paris
Chief Creative Director: Hervé POUPON
Creative Director : Daniel PEREZ
Art Director: François LESAINT
Copywriter: Benjamin COCHE
TV Producer : Renaud CHABERT
Published/Released: April 2017
Description/Release synopsis: PRESS RELEASE / THE PARISIAN ROAD SAFETY AUTHORITY AND SERVICEPLAN GIVE PEDESTRIANS QUITE A SHOCK… FOR THEIR OWN PROTECTION
Serviceplan held an unprecedented field operation on 22nd March in Paris to raise awareness about the dangers of being a careless pedestrian, which results in 4,500 victims each year in Ile-de-France.
The idea behind the operation was to display a specially designed interactive digital billboard near a busy pelican crossing. Equipped with a movement detector, speaker, and camera, the smart billboard made the sound of squealing tyres whenever a pedestrian attempted to cross the road while the “red man” was displayed.
The frightened faces of the disobedient pedestrians were projected directly onto the billboard. Their faces were then featured on the road safety billboards, and their photographs are shown alongside the caption: “Don’t look death in the face. Check the lights and cross safely”.
The digital video and posters, created under real-life conditions, will be used as part of the forthcoming "Quinzaine Régionale des Usagers Vulnérables" (15-28 May 2017) (train station billboards, Facebook campaign, etc.)
Publicidad ambiental "The Virtual Crash Billboard" hecho por la agencia de publicidad "Serviceplan Paris" para la marca: Road Safety Authority Francia. Fue producido en abr. 2017.