Demo Film

Presentation Image

Title	BLINDMETERS
Brand	OVK / PEVR (PARENTS OF ROAD VICTIMS)
Product/Service	ROAD SAFETY ORGANISATION
Category	D03. Data Visualisation
Entrant	HAPPINESS BRUSSELS Brussels, BELGIUM
Idea Creation	HAPPINESS BRUSSELS Brussels, BELGIUM
Media Placement	BRIGHTFISH Brussels, BELGIUM
Media Placement 2	MEDIALAAN Vilvoorde, BELGIUM
Production	LATCHO DROM Brussels, BELGIUM
Production 2	RAYGUN Brussels, BELGIUM

Name	Company	Position
Koen Van Wonterghem	PEVR - OVK (Parents of Road Victims)	Managing Director
Ellen Ruys	PEVR - OVK (Parents of Road Victims)	Regionale Coordinator NL
Karen Corrigan	Happiness / An FCB alliance	Executive Creative Management
Geoffrey Hantson	Happiness / An FCB alliance	Chief Creative Officer
Katrien Bottez	Happiness / An FCB alliance	Senior Creative Coach
Roxane Schneider	Happiness / An FCB alliance	Concept Provider
Pieter Claeys	Happiness / An FCB alliance	Concept Provider
Hans Smets	Happiness / An FCB alliance	Group Account Director
Tine Van Hasselt	Happiness / An FCB alliance	Account Manager
Kris Van Wallendael	Happiness / An FCB alliance	Senior Digital Producer
Dries Lauwers	Happiness / An FCB alliance	Head of Design
Matthias Vandenbosch	Happiness / An FCB alliance	Editor Social Film
Simon Schuurman	Happiness / An FCB alliance	Editor Social film
Remke Faber	Happiness / An FCB alliance	Head of Motion
Sophie Gunsbourg	Happiness / An FCB alliance	Agency Producer
Bart Vande Maele	Happiness / An FCB alliance	Agency Producer
Christopher Ross-Kellam	Happiness / An FCB alliance	Film Director
Edouard Schneider	Edsnor	Typographer
Thomas Colliers	BLISS Interactive	Head of Technology
Yves Legrèves	Latcho Drom	Executive Producer
Efrosini Spanoudis	Latcho Drom	Producer
Jeroen Berx	Latcho Drom	Production Manager
Edgar Dubrovskiy	Latcho Drom	DOP
Stefaan gryson	Moxy	Owner - Online editor
Eva Segers	Moxy	Post Production Coordinator TVC
Joost Van Kerckhove	Moxy	Colour grading
Nick Read	Moxy	Offline editor TVC / Cinema
Peter Baert	Raygun	Radio Director
Jérôme Gijsen	Raygun	Radio Producer
Liesbeth Demolder	Raygun	Radio Producer
Philippe Fass	Happiness / An FCB alliance	Creative Director
Wesley Roeland	Happiness / An FCB alliance	Strategic Planner

Describe the creative idea

BlindMeters.com, a first of its kind platform that gives everybody concrete insight in how many meters they exactly miss when texting and driving. BlindMeters.com is geo-located and turns Google Maps into a text editor, allowing you to type on any road. A custom-made font connects to the speed limitation data of the specific road you’re typing on and stretches to the exact number of meters you miss when texting and driving. To do so we programmed an algorithm that connects different databases and layers them onto one website, together with a specially designed font made for the purpose of dynamically stretch.

Describe the execution

The launch of BlindMeters.com played out across various channels. The campaign took off with an intriguing 45” and 60” film on TV and in Cinema, teasing the audience with the question ‘How many metres are you driving blind?’ and inciting them to find out on BlindMeters.com. A press release was sent out and a digital traffic-building connectivity plan was executed the very same day as the film was launched. Including banners, Instagram Stories, Google Ad-words and 4 influencers whom we asked to walk the ‘blind distance’ of the last message they wrote while texting behind the wheel. Very eye-opening for them, and their followers, knowing that one fraction of a second of not paying attention can be deadly.