Cycling is growing throughout the world, including France. In 2022, more than one in two French people reported having cycled at least once during the year*. Encouraged during the Covid crisis and responsive to both the planet’s needs and the health & wellbeing movement, cycling has become an essential part of the daily and leisure trips of the French, with over 17 million bicycles sold since 2017**.
There is a problem though. Cyclists of all ages are increasingly crisscrossing French roads, whether in cities or rural areas and this goes hand in hand with an increase in accidents (nearly 3,000 in 2022)***, most of which involve cyclists and motorists. Behaviours must evolve towards an understanding of shared roadways. Actions are emerging to address the problem, but results are slow.
Car brand, Škoda, a major partner of the Tour de France and a manufacturer of bicycles since 1895, with its agency, Track DDB Paris, are helping results to happen faster. They realised that if coexistence between motorists and cyclists begins from a young age, it will become more natural. So they have repurposed the most popular car play mat among children to make it a unique educational tool – the first mat promoting road sharing, with roads for cars but also bike lanes and facilities for cyclists. The Roads for all game box, developed in partnership with the French Cycling Federation, includes the mat, a toy car, a toy bike, and a booklet for family reading that reminds everyone of good road behaviours.
The box will be available on June 5. The first 400 copies can be won on the skoda.fr website. The mat will also be present in all dealerships in France.
*April 2023 – La France à Vélo – Observatory of the relationship of the French to cycling.
** May 2023 – Interministerial Committee Plan vélo & Marche. 2022
***Statistics from the National Interministerial Road Safety Observatory (ONISR).
Credits:
Client: Škoda
Client Team: Antoine Weil, Rodolphe Chevalier, Ludovic Bouisset, Céline Hahn, Marc Salaud
Agency: TRACK DDB Paris
Account Team: Vincent Léorat, Coralie Bouillier, Adèle Hrabina, Marine Dassonville Basset Chief Creative Officer: Alexander Kalchev.
Creative Directors: Benjamin Dessagne and Stéphane Santana
Copywriter: Leopold Cartier
Art Director: Kevin Audric
Social Media Manager: Benjamin Chambe
Community Manager: Emma Montagnac
Customer Experience Consulting Director: Paul Johannet
CRM Experts: Brice Pichard, Jean-Michel Martin
Digital Project Manager: Guillaume Rodriguez
Mat Production: TMS France
General Manager: Caroline Radat
Account Director: Raphaël Rodriguez
Media Agency: Remind PHD
Campaign Production Assets: Maul Productions
Track DDB Production Director: Chloé Travaillard
Maul Production Director: Alexandre Ardeois
Sound Production: Studio 5
