Title	THE VIRTUAL CRASH BILLBOARD
Brand	PARISIAN ROAD SAFETY AUTHORITY
Product/Service	PEDESTRIANS ROAD SAFETY
Category	E03. Use of Digital Outdoor
Entrant	SERVICEPLAN FRANCE Paris, FRANCE
Idea Creation	SERVICEPLAN FRANCE Paris, FRANCE
Idea Creation 2	SERVICEPLAN GERMANY Munich, GERMANY
Media Placement	SERVICEPLAN FRANCE Paris, FRANCE
PR	SERVICEPLAN FRANCE Paris, FRANCE
Production	TRINITY FILMS Paris, FRANCE
Production 2	COMPTOIR DU SON Paris, FRANCE

Name	Company	Position
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

Brief Explanation

A specially designed interactive digital billboard was consecutively displayed near busy pedestrian crossings all over the Paris area. Equipped with a movement detector, speaker, and camera, the smart billboard made the sound of squealing tires whenever a pedestrian attempted to cross the road while the “red man” (no crossing sign) was on. The frightened faces of the disobedient pedestrians were projected directly onto the billboard and shown alongside the caption: “Don’t risk looking death in the face. Check the lights and cross safely”. QR Codes on the billboard led the pedestrians to video messages of real crash survivors. They could then pledge not to cross on red light anymore and contribute their picture to the campaign. The billboards of this campaign are the instant transformation of consumer-generated images; into personalized digital billboards.