2019 Industry Craft
|Client||ECUADORIAN MINISTRY OF TRANSPORT AND PUBLIC WORKS|
|Entrant||FAMOUSGREY BRUSSELS, BELGIUM|
|Idea Creation||FAMOUSGREY BRUSSELS, BELGIUM|
|Peter Ampe||FamousGrey||Executive Creative Director|
|Jonathan Detavernier||FamousGrey||Strategy Director|
|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|
|Eduardo Maruri||Grey Europe||Creative Chairman|
|Santiago Crespo||Grey||VP Creative Planning|
Cultural / Context information for the juryRoad 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.
Ice Skaters shows the dreamy and slightly surreal spectacle of a middle aged couple spinning and gliding on the polished wood floors of an elegant, high-ceilinged apartment in their socks. With the tagline 'Bring life into your living room' it is a beautifully crafted advert creating a warm, nostalgic mood for the brand, Ikea. It won Bronze at Eurobest in 2018 for production company CZAR Brussels. Director, Joe Vanhoutteghem and producer, Lander Engels talk to Eurobest about the experience of creating the work.
The team at Marvelous Moscow have the answer. CCO, Artem Sinyavskiy shares the story of how their work for Skylink, 'The 1 MB Campaign', went on to win Bronze at Eurobest in 2017, despite the media budget being pulled a week before the launch of the campaign.
PS21 Madrid, the creative transformation company set up by founder of creative agency dommo Agustín Vivancos, was in its first year when the team began work on Searching for the Special Colour of Seville. It was a piece of work that would not only go on to win the agency’s first major award, Bronze in Creative Data at Eurobest in 2018, but would also become part of Seville’s cultural heritage. We hear how the idea came to life from Strategy Director, Sergio Garcia and Executive Creative Director, Victor Blanco.