Badly driven cars are like weapons. They can hurt people and they can kill. Bad driving happens every day – going shopping, on the way to work, taking the children to school, going out with friends. People don’t think about the consequences; they mindlessly take the risk. The new campaign for Association Prévention Routière and Victimes & Citoyens by TBWA\Paris uses a gun analogy to remind people that that behind every road accident lies an inappropriate behaviour that turns the vehicle into a weapon. It calls on people to #DisarmThe Roads.
“Calling while driving, driving too fast or pushing the limits of fatigue…These are three behaviours that are all too often common and on top of the list of causes of fatal accidents on the roads. The communication campaign highlights the moment when everything changes permanently, as in the use of firearms. This is why we have chosen to join forces with the association, Victimes & Citoyens, to convey this message in the hope that its creative territory will encourage reflection and changes behaviours,” stated Anne Lavaud, general delegate of Association Prévention Routière.
To create the campaign, the agency took various car components and used them to make weapons; three weapons made made entirely from parts of a car, a motorbike, and a utility vehicle, all recovered from a scrapyard; three weapons for three types of drivers, symbolising what a vehicle can become – misused. A gear dial becomes a sight, a muffler becomes a cannon, an accelerator pedal becomes a deadly trigger.
“After a road accident, the victim or his relatives will often tell you that the driver has turned his vehicle into a weapon. We hear these words regularly during our assistance to road victims. Co-signing this campaign, which puts this feeling into images, with Prévention Routière seemed obvious to us, to launch a strong message of mobilization,” added Julien Thibault, president of Victimes & Citoyens. Victimes & Citoyens is an association created in 2004 by traffic victims to provide help for victims as well as a better awareness of the dangers of the road.
The campaign consists of three videos running on the not-for-profits’ social networks as well as OOH, on more than 1500 JC Decaux panels, and DOOH, on 80 panels in Paris.
Credits:
Agency: TBWA\Paris
Executive Creative Directors: Benjamin Marchal & Faustin Claverie
Art Directors: Sébastien Skrzypczak, Morgane Alexandre & Nicolas Duval
Print Producers: Corinne Buys & Corinne Desouches
Strategic Planner: Sarah Louis
Account Management: Jonathan Serog, Emmanuelle Escalere, Julia Montagu & Louis Mainbourg
Production: /Else
Director: Clément Lefer
Ceo /Else: Maxime Boiron
Producers: Jennifer Bauche & Léa Gosselin
Production Assistant: Lucile Waechter
Model Makers: Grogamins (Elie Duponchel & Jacques-Edouard Largy)
Props Maker: Karine Marques Ferreira
Post-Production: Rajae Faloss
Sound Production: \Else
Head of Music & Sound: Olivier Lefebvre
Sound: Mélanie Bourdet & Fanny Mithois
Client: Association Prévention Routière, Victimes & CitoyensAdvertiser Management: Anne Lavaud, Julien Thibault & Coline Gosselin
