THE VIRTUAL CRASH BILLBOARD

Bronze Eurobest

Demo Film

Presentation Image

ClientPARISIAN ROAD SAFETY AUTHORITY
Category F01. Integrated Campaign led by Outdoor
TitleTHE VIRTUAL CRASH BILLBOARD
Product/ServicePEDESTRIANS ROAD SAFETY
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
Credits
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.