FOCUS LINES

Gold eurobest Award

Demo Film

Presentation Image

ClientECUADORIAN MINISTRY OF TRANSPORT AND PUBLIC WORKS
Category D07. Interactive Experiences
TitleFOCUS LINES
Product/ServiceROAD SAFETY
Entrant FAMOUSGREY BRUSSELS, BELGIUM
Idea Creation FAMOUSGREY BRUSSELS, BELGIUM
Credits
Name Company Position
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

Write a short summary of what happens in the digital or ambient execution or campaign.

We all know the dotted white lines on highways. They’ve been there forever. Yet, nobody thought of using them to improve road safety. That’s the innovative thing about Focus Lines; simply by colouring the white lines, it has a proven effect on the concentration of drivers during long drives. Drivers interact with the coloured lines on the highway, brain activity tests show that 20% are more engaged with the act of driving. In simple words, they were more focused on the road again. We didn’t have to make special constructions or install new technologies in cars, we simply used the material that was already there.

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.