2021 Print & Publishing

BIKE

TitleBIKE
BrandARCD CAR & TRAVEL CLUB GERMANY
Product/ServiceARCD 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
Credits
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.