Serviceplan held an unprecedented field operation in Paris on March 22 to raise awareness about the dangers of being a careless pedestrian, which results in 4,500 victims each year in Ile-de-France.
The idea behind the operation was to display a specially designed interactive digital billboard near a busy pelican crossing. Equipped with a movement detector, speaker, and camera, the smart billboard made the sound of squealing tires whenever a pedestrian attempted to cross the road while the “red man” was displayed.
The frightened faces of the disobedient pedestrians were projected directly onto the billboard. Their faces were then featured on the road safety billboards, and their photographs are shown alongside the caption: “Don’t look death in the face. Check the lights and cross safely."
Experiential advertisement created by Serviceplan, France for Road Safety Authority France, within the category: Public Interest, NGO.