Title	BIKE
Brand	ARCD CAR & TRAVEL CLUB GERMANY
Product/Service	ARCD CAR & TRAVEL CLUB GERMANY
Category	A05. Consumer Services / Business to Business
Entrant	McCANN Frankfurt, GERMANY
Idea Creation	McCANN Frankfurt, GERMANY
Media Placement	RAPPORT Hamburg, GERMANY
Production	CRAFT Dusseldorf, GERMANY
Additional Company	ARCD CAR AND TRAVEL CLUB GERMANY Bad Windsheim, GERMANY

Name	Company	Position
Belen Russomanno	McCANN Frankfurt	Idea & Copy
Martino Monti	McCANN Frankfurt	Idea & Art Direction
Damian Nunez	McCANN Frankfurt	Creative Direction
Sebastian Hardieck	McCANN Worldgroup Germany	Creative Direction
Goetz Ulmer	McCANN Worldgroup Germany	Creative Direction
Matthaeus Walotek	Free Photographer	Photography
Jerome Cholet	McCANN Woprldgroup Germany	PR & Project Direction
Karin Stelzner	McCANN Worldgroup Deutschland	PR & Project Management
Corinna Heinmoeller	McCANN Frankfurt	Project & Client Management
Tina Krakow	McCANN Worldgroup Germany	Coordination Photo Shoot
Jens Eberth	McCANN Frankfurt	Client Service
Donovan Bryan	McCANN Frankfurt	Creative Supervision
Connie Bedenk	McCANN Worldgroup Germany	Awards & Creative Excellence Management
Felix Fischer	CRAFT Germany	Final Retouching

Cultural / Context information for the jury

Globally, nearly 1.25 million people die in road accidents each year. Among these heartbreaking numbers, cellphone distraction rates are alarmingly high. As an automobile club and a responsible corporate actor, ARCD (Car and Travel Club Germany) decided to raise awareness about this matter, showing that the short time you take to unlock your phone is enough for a tragedy to happen. Each number/image represents one step forward in time, implying that a couple of microseconds on the screen equals to several meters in the road. Although short, that time can prove fatal to anyone or anything in the way, harming any biker, pedestrian, car or pet that one might encounter.