| Title | MORE THAN A SIGN |
| Brand | DISLIFE.RU |
| Product/Service | PARKING LOTS FOR DISABLED PEOPLE |
| Category |
A06. Use of Ambient Media: Large Scale |
|
Entrant Company
|
Y&R Moscow, RUSSIA
|
|
Advertising Agency
|
Y&R Moscow, RUSSIA
|
Credits
| Marco Cremona |
Young/Rubicam Fms |
Chief Creative Officer |
| Luis Tauffer |
Young/Rubicam Fms |
Chief Creative Officer |
| Federico Fanti |
Young/Rubicam Fms |
Associate Creative Director |
| Jaime Mandelbaum |
Y/R Central/Eastern Europe |
Chief Creative Officer |
| Artem Goncharov |
Young/Rubicam Fms |
Senior Art Director |
| Nikita Bocharov |
Young/Rubicam Fms |
Copywriter |
| Polina Krasnova |
Young/Rubicam Fms |
Designer |
| Daria Trubetskaya |
Young/Rubicam Fms |
Head Of Clients Department |
| Andrey Pavlov |
Young/Rubicam Fms |
Client Service Director |
| Pavel Basov |
Young/Rubicam Fms |
Senior Account Manager |
| Elena Grigorieva |
Young/Rubicam Fms |
Account Manager |
| Alexey Al-nashi |
Adservice |
Head Of Tv Production Department |
| Alexander Perminov |
Adservice |
Senior Art Director |
| Ilya Malov |
Adservice |
Film Editor |
| Yana Seredenko |
Adservice |
Producer |
| Valentin Borisevich |
Adservice |
Sound Engineer |
| Michael Ovsiannikov |
Adservice |
Computer Graphics Specialist |
| Egor Kasatsky |
Adservice |
Computer Graphics Specialist |
| Oleg Maximov |
Adservice |
Computer Graphics Specialist |
| Yuri Kovalev |
Business-partner Llc |
General Director |
Brief Explanation
More than 30% of non-disabled drivers in Russia ignore identification signs and take parking spaces reserved for people with disabilities, creating lots of problems for them. The truth is that the signs on the ground mean nothing for the drivers. They always forget about the people behind these signs. That’s why the non-profit organization Dislife which stands for rights of the disabled in Russia set the goal to make disabled people noticed.
Results and Effectiveness
The project provoked discussions all over Russia: in social media, print, online press and on TV, including the Channel One, the most popular channel in the country. It also inspired a petition to increase punishment for incorrect parking, which was sent to the Russian Government. Incredibly, during the period of the activation no one driver broke the parking rules. Given the positive impact of the project, other business centers and shopping malls are interested in joining the cause.
Creative Execution
The equipment installed on disabled parking spaces was able to instantly project a holographic image on a thin air screen saturated with water dispersion, invisible to human eyes. Hidden cams verified the presence of a disabled sticker on windshields of an approaching car. If the sticker wasn’t detected the projection of a real disabled person appeared in front of the driver who didn’t respect the parking law. Through a real-time dialogue the projection persuaded drivers to find another place to park. The filmed interactive communication of drivers and the holograms had become a part of an online-video
Insights, Strategy and the Idea
Dislife turned the flat parking signs into hologram projections of real disabled people on underground parking shopping malls and business centers in Moscow. If a non-disabled driver tried to take the disabled parking space, the projection appeared reminding that the flat signs are more than they seem to be.