Honking, tailgating, swearing at the car in front. Behind the wheel, people allow themselves behaviours they would never accept anywhere else. What if they were brought into everyday life? The result makes us look ridiculous. And that’s a very new way to present a road safety campaign.

The road safety support association, Victimes & Citoyens, and agency, joga, have chosen an unusual tone for road safety. No statistics and no shock imagery, just a simple reminder that getting into a car should never change who we are. After many years, and dozens of road safety campaigns that shock, it stands out by triggering a different emotion.  

Victimes & Citoyens president, Julien Thibaut, stated, “Danger often begins when disrespect becomes a habit.”

The campaign features a series of short films, produced by Les Fistons, each shot in a single fixed frame, showing very simple everyday situations – people behaving in real life the way we sometimes behave on the road.

“It’s rare for all the planets to align around an idea that’s a little unusual, and not something you see very often in France. Having a client who believes in it, a production company willing to play along, and partners who all showed up to help make the project happen,” stated Antoine Defaye, co-founder & creative director of joga.