No one drives in silence. Not even an electric car. The radio’s on. Or your passenger is raving excitedly about his or her latest conquest (at work or the crush they work with). Or the kids are squabbling in the back over who’s encroaching on who’s space. Or they’re whining that they want ice creams, don’t want to go to school or have decided that homework is against their right to have the freedom to choose their own path.

So you don’t hear the bell of the cyclist in your blind spot. It’s tinkly and if it’s not drowned out by the noise within the car, it’s muted by much more aggressive street sounds – the AMG Mercedes ahead of you or the bus that should have seen a repairer 500kms ago.

Every day, in cities around the world, cyclists are struck by cars because they are not seen or heard.

So FCB Warsaw and AXA, one of Europe’s leading insurance firms, created Smartbell to help make the roads less dangerous for cyclists.

The Smartbell equips cyclists with their first-ever “bike insurance,” a bell that uses RDS technology to transmit a signal through all car radios nearby to alert drivers about approaching bicycles, in the hope that cyclists and vehicles can, at last, safely share the road.

Credits:

Agency: FCB Warsaw

Chief Creative Officer: Luis Dias
Creative Director: Gosia Drozdowska & Agnieszka Klimczak
Copywriter: Mikolaj Stefanski
Art Director: Kaja Dobrzańska
Account Director: Monika Sosnowska
Account Manager: Marlena Mikina
Agency Producer: Robert Wawszczyk
Product Constructor: Szymon Peplinski
Product Designer: Adrian Dutkowski