| Title | DISTRACTEURS |
| Brand | DÉLÉGATION DE LA SÉCURITÉ ROUTIÈRE |
| Product/Service | ROAD SAFETY PUBLIC ORGANISATION |
| Category |
F04. Social Behaviour & Cultural Insight |
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Entrant
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DELEGATION DE LA SECURITE ROUTIERE Paris, FRANCE
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Idea Creation
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LA CHOSE Paris, FRANCE
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Production
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LA CHOSE Paris, FRANCE
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Credits
| Pascal Grégoire |
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Founder |
| Nathalie Foratier |
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Creative Director |
| Ibrahim Seck |
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Creative Director |
| Ibrahim Seck |
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Creative Director |
| Mathieu Viollet Bosson |
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Art Director |
| Guillaume Ganty |
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Art Director |
| Nicolas Buisset |
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Production Manager |
| Laura Sacarrère |
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Producer |
| Melina Audoux |
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Producer |
| Marina Flammier |
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Account Manager |
| Rodolphe Pedrono |
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Account Manager |
| Justine Cavanie |
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Planner |
| Barka Zerouali |
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Communication Director |
Write a short summary of what happens in the digital or ambient execution or campaign.
French drivers have a tendency to prioritize driving risks. That's why, though they're well aware that phoning or holding their phone while driving is dangerous, most of them will allow themselves a quick text message or a short call when they deem it "important". It's this very behavior that is the target of the campaign. We play on the powerful and shocking contrast that exists between the little excuses the French make to justify their behavior and the brutal gravity of the resulting accident. Public transport bus posters, and more specifically rear-of-bus ads, were selected. Because, for the driver who's potentially on the phone at the time, this "in-your-face" approach represents a particularly impacting and relevant visual message. To enhance this sense of immersion, we also made use of radio spots and of billboards located along busy roadways.
Cultural / Context information for the jury
In 2018, the number of road fatalities stood at 3,248. The ONISR (Observatoire National Interministériel de la Sécurité Routière) estimates that 11% of all fatal road accidents are the result of inattentiveness related to mobile phone use. Indeed, phoning while driving multiplies the risk of an accident by 3, while texting while driving multiplies the risk by 23. With that in mind, reminding French drivers of the dangers associated with telephone use behind the wheel became an issue of the utmost priority to Sécurité Routière. To reach out to them, we utilized the touch points drivers are typically exposed to while on the road. Besides radio spots and billboards located along major arteries, we also used rear-of-bus poster ads, to which drivers are directly confronted.