THE VIRTUAL CRASH BILLBOARD
| Title | THE VIRTUAL CRASH BILLBOARD |
| Brand | PARISIAN ROAD SAFETY AUTHORITY |
| Product/Service | PEDESTRIANS ROAD SAFETY |
| Category |
A02. Applied Innovation |
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Entrant
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SERVICEPLAN FRANCE Paris, FRANCE
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Idea Creation
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SERVICEPLAN FRANCE Paris, FRANCE
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Idea Creation 2
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SERVICEPLAN GERMANY Munich, GERMANY
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Media Placement
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SERVICEPLAN FRANCE Paris, FRANCE
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PR
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SERVICEPLAN FRANCE Paris, FRANCE
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Production
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TRINITY FILMS Paris, FRANCE
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Production 2
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COMPTOIR DU SON Paris, FRANCE
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Credits
| Schill Alexander |
SERVICEPLAN Germany |
Global Chief Creative Officer |
| Poupon Hervé |
SERVICEPLAN FRANCE |
Chief Creative Officer |
| Perez Daniel |
SERVICEPLAN FRANCE |
Creative Director |
| Lesaint François |
SERVICEPLAN FRANCE |
Art Director |
| Coché Benjamin |
SERVICEPLAN FRANCE |
Copywriter |
| Langgartner Lorenz |
SERVICEPLAN GERMANY |
Associate Creative Director |
| Roeppischer Franz |
SERVICEPLAN GERMANY |
Associate Creative Director |
| Fritz Dennis |
SERVICEPLAN GERMANY |
Senior Motion Designer |
| Chabert Renaud |
TRINITY FILMS |
Producer |
| Brianceau Inès |
TRINITY FILMS |
Production Manager |
| Moireau Angélique |
TRINITY FILMS |
Editor |
| Poirier Alexandre |
COMPTOIR DU SON |
Sound Studio |
The Campaign
To change behaviors, nothing has more impact than the experience of danger. We thought: Why does always an accident has 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.
To serve our objectives, we built this unique and particular billboard.
Creative Execution
The specially designed interactive digital billboard which was displayed near busy Parisian pedestrian crossings was equipped with a movement detector, speaker, and camera. The sound of squealing tires was activated whenever a pedestrian attempted to cross at “red man” (no crossing sign). His frightened face was projected in real-time onto the billboard and shown alongside the caption: “Don’t risk looking death in the face. Check the lights and cross safely”.
It all started with this idea of turning instantaneously Consumer-generated images into personalized digital billboards.
In the past year, ± 4500 persons were injured or killed due to imprudent behavior when crossing the street. 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.
The Virtual Crash Billboard is a campaign conceived for the Parisian Road Safety Authority which involves the public in a very particular way.
This one starts with a unique and innovative designed interactive digital billboard, specially created for this stunt.