| Title | FOCUS LINES |
| Brand | ECUADORIAN MINISTRY OF TRANSPORT AND PUBLIC WORKS |
| Product/Service | ROAD SAFETY |
| Category |
B04. Outdoor |
|
Entrant
|
FAMOUSGREY BRUSSELS, BELGIUM
|
|
Idea Creation
|
FAMOUSGREY BRUSSELS, BELGIUM
|
Credits
| Peter Ampe |
FamousGrey |
Executive Creative Director |
| Jonathan Detavernier |
FamousGrey |
Strategy Director |
| Diederik Jeangout |
FamousGrey |
Creative |
| Marc Richard Vander Heyden |
FamousGrey |
Creative |
| Barbara Van Huis |
FamousGrey |
Brand Leader |
| Matthias Roose |
FamousGrey |
Project Leader |
| Kris Vanderhulst |
FamousGrey |
Brand Leader |
| Carola Michiels |
FamousGrey |
Business Director |
| Sven Vanhee |
FamousGrey |
Editor |
| Eduardo Maruri |
Grey Europe |
Creative Chairman |
| Santiago Crespo |
Grey |
VP Creative Planning |
Cultural / Context information for the jury
Road Security Organisations worldwide state that 10% to 15% of all deadly road accidents are caused by drowsy driving. This makes it almost as dangerous as driving under the influence of alcohol. The situation of drowsy driving is also known as highway hypnosis or white line fever: it refers to a mental state in which a driver is not consciously focused on the road anymore. Highway hypnosis is a manifestation of the common process of automaticity, where the conscious and subconscious minds are able to concentrate on different things. We asked ourselves how we could get the focus back on the road. The solution is Focus Lines.
Translation. Provide a full English translation of any text.
No text to be translated
Tell the jury about the art direction.
The art direction is dictated by the results of neurological tests. If you want to implement focus lines, you are advised to use red, orange, bright pink, green, light blue and purple. These colours should be alternated in random order, always surprising the driver. Yellow should be avoided, being the standard colour for road markings in some parts of the world, or preserved for construction works in other regions. The interval of the lines is based on the indicated speed limit on the highway. As a rule of thumb, drivers should see a coloured line every 20 to 60 seconds.