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OVK/PEVR - "Almost Home"

Happiness Brussels, an FCB Alliance

Happiness Brussels, an FCB Alliance Bruxelles, Belgien

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9518

Diese Werbung ist Teil der Kollektion ACT Responsable

Marke: OVK/PEVR
Länder: Belgien

Werbende: OVK / PEVR (Parents of Child Road Victims)

Titel	Almost Home
Brief	That familiar “ding” of an incoming message beckons us to reply. And we instinctively pick up our phones...even while driving. But what if we could see the impact of our inattention? Almost Home turns Google Maps into a text editor, allowing visitors to type their text message on any road. The custom font connects to the speed limit data and stretches the message to the exact number of meters that you would be driving blind. "Will be 10 minutes late honey" adds up to 592 blind meters on a 90 km/h road ౼ more than enough time for a serious accident.
Agentur	Happiness Brussels, an FCB Alliance
Kampagne	Almost Home
Werbende	OVK / PEVR (Parents of Child Road Victims)
Marke	OVK/PEVR
Posted	Oktober 2018
Geschäftsbereich	Verkehrssicherheit
Story	You miss a lot when you text behind the wheel. But how much exactly? Well, now you can just see for yourself: Blindmeters.com turns Google maps into a text editor and allows you to type on any road. A specially designed font connects with speed limitations of the road you are typing on and stretches to the exact amount of meters you are driving blind. The results are eye opening: One character at 90km/h makes you miss 19.75 meters. That makes 26.33 meters at 120km/h. Needless to say, your text messages are longer than you think: "Almost home" is 10 characters, but 289 meters as well. "On my way," 7 characters, but 236 meters. And these are just the shorter kind of messages people keep texting behind the wheel. Longer messages are quickly reaching 1 kilometer. Stunning, keeping in mind that 1 fraction of a second of inattentiveness can have serious consequences. A new take on road safety campaigns: Driving blind. Texting and driving is dangerous. We’ve all heard it before in numerous road safety PSA campaigns. We still do it, though. Because "it’s just a quick text message," just a "little post on Facebook or Snapchat, or Whatsapp, or whatever…" But, honestly, does. "a quick text message" even exist? Because when you send text messages behind the wheel, you are driving blind. Geoffrey Hantson, CCO of Happiness Brussels, an FCB Alliance, said: “In order to change that behavior we wanted to literally let people experience how many meters they are actually driving blind. Because even though most people know, nobody really realizes how many meters they are really missing.” Data, data, data This campaign connects different databases, layered on one website. Thomas Coliers, head of technology added: “The website combines data from different map sources which allows us to render text along roads on top of satellite imagery. One source is used as the primary visual layer for the map, another source allows us to use the geometry data of the roads, together with speed limits and other important data to be able to 'write' on these roads. The font in the website is custom made for the purpose of being able to dynamically stretch.” Covered in the whole of Europe The campaign was created by the duo of Happiness Brussels and OVK/PEVR (Parents of Road Victims), who took home Bronze at this summer’s Cannes Lions for their “Behind the Numbers” radio spot. The platform is supported by a fully integrated media campaign, with a television and cinema commercial, and social films of people walking the distance of their last text message. The campaign initiated in Belgium and will spread amongst different European countries.
Medientyp	Internetseiten
Länge	126 seconds
Mehr Informationen	https://www.blindmeters.com/en
Werbeleiter	Koen Van Wonterghem
Werbeleiter	Ellen Ruys
Executive Creative Director	Karen Corrigan
Creative Director	Geoffrey Hantson
Creative Teammitglied	Roxane Schneider
Creative Teammitglied	Pieter Claeys
Etatdirektor	Hans Smets
Kundenbetreuer	Tine Van Hasselt
Designer	Dries Lauwers
Typograf	Edouard Schneider -Edsnor
Agency Producer	Bart Vande Maele
Agency Producer	Sophie Gunsbourg
Produzent Digital	Bliss Entertainment
Produzent Digital	Kris Van Wallendael
Produzent Digital	Head of Digital Design
Komponist	Peter Baert
Produktionsfirma	Latcho Drom
Filmproduzent/Produzent	Jeroen Berx
Filmproduzent/Produzent	Efrosini Spanoudis
Regisseur	Christopher Ross-Kellam
Direktor Fotografie	Edgar Dubrovskiy
Creative Coach	Katrien Bottez