| Title | VODAFONE SMART JACKET |
| Brand | VODAFONE |
| Product/Service | VODAFONE |
| Category |
E03. Innovative Use of Technology |
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Entrant
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DDB & TRIBAL WORLDWIDE AMSTERDAM, THE NETHERLANDS
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Idea Creation
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DDB & TRIBAL WORLDWIDE AMSTERDAM, THE NETHERLANDS
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PR
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GLASNOST Amsterdam, THE NETHERLANDS
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Production
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CZAR Amsterdam, THE NETHERLANDS
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Credits
| Gijs Sluijters |
DDB & Tribal Worldwide, Amsterdam |
Senior Creative |
| Joris Tol |
DDB & Tribal Worldwide, Amsterdam |
Senior Creative |
| Bram Holzapfel |
DDB & Tribal Worldwide, Amsterdam |
Creative Director |
| Stephen Joss |
DDB & Tribal Worldwide, Amsterdam |
Creative Director |
| Ralf Hesen |
DDB & Tribal Worldwide, Amsterdam |
Strategy Director |
| Esther the Pas |
DDB & Tribal Worldwide, Amsterdam |
Business Director |
| Jesse Mons |
DDB & Tribal Worldwide, Amsterdam |
Head of Digital Production |
| Victor Winters |
Magic Bullet |
Technical Director |
| Edwin Scholte |
Magic Bullet |
Technical Director |
| Kay Lindhout |
Czar |
Director |
| Tibor Dingelstadt |
Czar |
D.O.P. |
| Thijmen Doornik |
Czar |
D.O.P. |
| Marius De Weerd |
Czar |
Producer |
| Jur Rhode |
Czar |
1st AD |
| Juno Jimmink |
Koala |
Sound Design and Music |
| Xander Nijsten |
Xander Nijsten |
Editor |
| Storm Post Production |
Storm Post Production |
Post Production |
| Daphne Maierna |
Storm Post Production |
Grading |
The Campaign
The Netherlands is the number one cycling country in the world, but in recent years the number of cycling accidents has been growing. A rapidly growing problem is that cyclists are distracted by their smartphones.
Vodafone believes mobile technology can be a powerful force for good.
So we asked ourselves: can mobile technology help to improve road safety?
We created: The Smart Jacket.
An interactive jacket that uses the smartphone to help cyclists navigate through traffic safely.
How it works:
Map out a route and tuck the phone away in a special pocket in the sleeve.
The phone is now locked and will only be used for navigation.
A Raspberry Pi uploads the data from the phone to ?300 LEDs built into the Jacket.
LEDs on the sleeves tell the cyclists which turns to take.
While arrows on the back of the jacket communicate to surrounding traffic where one is going.
Creative Execution
A custom app in which we make use of Google Maps’ cues for left and right turns was built for navigation.?
A Raspberry Pi using Python reads out the data from the phone and uses it to drive 300 LEDs which display directions to the cyclist and surrounding traffic.
To determine optimal design and colour for the animations, visibility tests were executed. When the design was right, a fashion designer integrated the tech as smooth as possible into the jacket.
The LEDs were placed behind the fabric in order to blend them into the garment perfectly.
A safety pocket to lock up the smartphone was made in the left sleeve.
We filmed rides with the Smart Jacket in traffic and showed that:
- you can’t be distracted by your smartphone while cycling
- you can concentrate on the road
- other road users know where you’re going
The campaign went live in the following order:
- Release of campaign video on owned social channels.
- Press release to major Dutch media titles.
Days after release:
- Vodafone hosted various try-out events.
- The Smart Jacket got picked up by media globally very soon after release.
Main KPI was: Increase Vodafone’s perception as a thought leader in mobile technology.
Vodafone saw this perception increase by 63% compared to the period before the campaign.
In terms of scale we’ve reached around 40% of the country’s population in the first 3 weeks through social, PR and events.
Vodafone was invited to present at TEDx Delft 2016 and did a brainstorm session on tech and safer traffic afterwards.
The jacket will now be further developed by the Technical University Delft.