Title | FOCUS LINES |
Brand | ECUADORIAN MINISTRY OF TRANSPORT AND PUBLIC WORKS |
Product/Service | ROAD SAFETY |
Category |
E02. Ambient 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 |
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.
Explain how the work innovatively used the outdoor medium.
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. We didn’t have to make special constructions or install technology in cars, we simply used the material that was already there.