DISTRACTEURS

TitleDISTRACTEURS
BrandDÉLÉGATION DE LA SÉCURITÉ ROUTIÈRE
Category E01. Standard Sites
Product/ServiceROAD SAFETY PUBLIC ORGANISATION
Entrant DELEGATION DE LA SECURITE ROUTIERE Paris, FRANCE
Idea Creation LA CHOSE Paris, FRANCE
Production LA CHOSE Paris, FRANCE
Credits
Name Company Position
Pascal Grégoire la chose Founder
Nathalie Foratier la chose Creative Director
Ibrahim Seck la chose Creative Director
Ibrahim Seck la chose Creative Director
Mathieu Viollet Bosson la chose Art Director
Guillaume Ganty la chose Art Director
Nicolas Buisset la chose Production Manager
Laura Sacarrère la chose Producer
Melina Audoux la chose Producer
Marina Flammier la chose Account Manager
Rodolphe Pedrono la chose Account Manager
Justine Cavanie la chose Planner
Barka Zerouali la chose Communication Director

Translation. Provide a full English translation of any text.

Cyclist : « Be sure to tell her family that you positively had to read that email. » Motorcyclist : « Be sure to tell his children that you really had to answer that sms. » Pedestrian : « Be sure to tell his wife that you absolutely had to take that call. »

Is your poster / billboard larger or smaller than a 6 sheet poster (1200 x 1800mm)?

We opted for large format billboards: 8m2 (320 x 240cm) and 12m2 (400 x 300cm).

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 used the touch points drivers are typically exposed to while on the road. We targeted large billboards on the side of major roads, as well as posters on public transport buses. We also broadcast two radio spots so as to influence drivers more directly.