VOLVO: BLINDSPOT BILLBOARD
| Title | VOLVO: BLINDSPOT BILLBOARD |
| Brand | VOLVO CARS BELUX |
| Product/Service | VOLVO XC40 |
| Category |
E03. Technology |
|
Entrant
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FAMOUSGREY Brussels, BELGIUM
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Idea Creation
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FAMOUSGREY Brussels, BELGIUM
|
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Media Placement
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MINDSHARE Brussels, BELGIUM
|
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Media Placement 2
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CLEAR CHANNEL Vilvoorde, BELGIUM
|
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Production
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LANDVOGEL Antwerp, BELGIUM
|
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Production 2
|
FISHEYE Gent, BELGIUM
|
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Additional Company
|
VOLVO CARS St Agatha Berchem, BELGIUM
|
Credits
| Balder D'hondt |
Volvo Cars Belux |
Consumer Experience Director |
| Lolita Swanet |
Volvo Cars Belux |
Marketing Campaign Manager |
| Peter Ampe |
FamousGrey |
Creative Director |
| Antoine Wellens |
FamousGrey |
Creative |
| Vanessa Hendrickx |
FamousGrey |
Creative |
| Olivia Naudts |
FamousGrey |
Account Director |
| Matthias Roose |
FamousGrey |
Account Manager |
| Klaartje Vanmulders |
FamousGrey |
Account Executive |
| Maarten Breda |
FamousGrey |
Experience Director |
| Sacha Lempereur |
FamousGrey |
Digital Designer |
| Floris Adriaenssens |
FamousGrey |
Strategic Planner |
| Wies Dickens |
FamousGrey |
Digitial Strategic Planner |
| Stijn Swinnen |
FamousGrey |
Webmaster |
| Marlies Neudt |
Famous Productions (part of FamousGrey) |
Agency Producer |
| Charlotte Bodson |
Famous Productions (part of FamousGrey) |
Agency Producer |
| Kurt De Leijer |
Landvogel |
Director |
| Piet Steyaert |
Landvogel |
DOP |
| Yannick Verdonck |
Landvogel |
Executive Producer ( production agency) |
| Maud Van Parys |
Landvogel |
Producer ( production agency) |
| Sven Van Hee |
Famous Productions (part of FamousGrey) |
Editor |
| Martijn Ravesloot |
Landvogel |
Music |
| Jean Waterlot |
Landvogel |
Music |
| Dan Klein |
Landvogel |
Music |
| Eli Sundermann |
Famous Productions (part of FamousGrey) |
SFX & Mix |
| Pieter Troch |
Fisheye |
Project Manager |
| Kobe Roels |
Fisheye |
3D artist |
| Roel Kint |
Fisheye |
Development |
| Charlotte Massa |
Mindshare |
Client Manager |
| Julie Andrade |
Clear Channel |
Manager Digital Sales |
| Charlotte Snijckers |
Clear Channel |
Strategic Sales |
| Soufiane Ar Razouki |
Clear Channel |
IT & Digital Operations |
Cultural / Context information for the jury
In Belgium cycling is on the rise. During the first lockdown in 2020, the use of bicycles exploded, especially in big cities like Brussels (+64% in 2020). However, infrastructure is lagging behind. Government investments are unable to follow the sharp increase of cyclists, resulting in unfit and dangerous situations for all road users.
This led to the fact that, although fatal traffic accidents in Belgium have halved the last 15 years, fatal accidents involving cyclists have risen by 25%. In most cases, the blind spot is one of the main causes of serious or fatal bicycle accidents.
As far back as 2004, Volvo already tried to deal with this problem by creating the first blind spot detector. Today, with the increasing number of cyclists on city roads, we found it appropriate to highlight the importance of its BLIS (Blind Spot Information) system once more.
Please outline the innovative elements of the work
Using an everyday medium in an unexpected way, we turned an otherwise plain media touchpoint into a helpful tool that adds value to our consumers' lives and everyday experiences, making Volvo’s safety vision relevant to its target audience in an entirely new way. We took the BLIS technology of Volvo’s blind spot detection system out of the car and put it into a digital billboard.
We’ve installed sensors on top of a DOOH to detect all movement in the street and filter cyclists from a distance of 45 meters.
As soon as a cyclist approached, a 3D animation in real-time appeared accompanied by a warning sign for the drivers. Both the distance to the DOOH and the speed of the cyclist are displayed synchronously in this animation. An extra warning is displayed when the cyclist is about to cross the side street, urging the driver to stop before turning right.