| Title | MORE THAN A SIGN |
| Brand | DISLIFE.RU |
| Product/Service | PARKING LOTS FOR DISABLED PEOPLE |
| Category |
C08. Charities, Public Health, Safety & Awareness Messages |
|
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 |
The Brief
More than 30% of non-disabled drivers in Russia don’t care about 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.
Campaign Success
The strength of the creative idea is about humanizing an aseptic sign. Using both innovative and insightful solution Dislife managed to awake the sensitivity even in the most impolite drivers. 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 interactive communication of drivers and the holograms was filmed on hidden cams and had become a part of an online-video.
Describe the success of the promotion with both client and consumer including some quantifiable results
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.
Explain why the method of promotion was most relevant to the product or service
"More than a sign” project launched by the non-profit organization Dislife was aimed to change non-disabled drivers’ behaviors who take parking spaces reserved for people with disabilities, ignoring the signs on the ground. On underground parking spaces of shopping malls and business centers in Moscow, we turned the flat signs into hologram projections of real disabled people. If a non-disabled driver tried to take the disabled parking lot, the projection appeared. After what the reaction was not long in coming. The animated sign had become a convincing argument for the drivers to look for another proper place to park.