2020 Winner

CASE SUMMARY

Challenges and Goals:
Many Quebecers do not stop at crosswalks with people waiting to cross. This issue has unfortunately resulted in over 200 injuries across the province, in the past few years alone.

Insights and Strategy:
To address this situation, the Société de l’assurance automobile du Québec (SAAQ) transformed crosswalks into pop-up barricades, or “crossing fences,” to get drivers to stop and realize that crosswalks are there to protect pedestrians.

Execution:
Using vehicle detection sensors, the yellow crosswalk lines on the street automatically rose upright when a car was approaching, but only if there was a pedestrian waiting to cross.

Results:
The pop-up barricade “crossing fence” stunt gained worldwide exposure and has received coverage by Quebecois, American and European media outlets. Furthermore, the stunt reached 10 million people, thousands of positive reactions all over the world. The government was so inspired by this idea that it decided to use the pop-up barricade as an instructional tool for new drivers.

Credits

Luc Du Sault (lg2) - Creative Director
Luc Du Sault (lg2) - Writer
Jean Lafrenière (lg2) - Art Director
Alexandra Laverdière, Christine Larouche (lg2) - Strategy
Alexandra Laverdière (lg2) - Account Director
Camille Savard (lg2) - Account Manager
Isabelle Fonta (lg2) - Agency producer
Olivier Labonté Lemoyne (BLVD) – Director
Raphaël Hernandez (BLVD) – Industrial Designer
Geneviève Sylvestre, Jason Breton-Laurent Allaire (BLVD) - Producer
Nicolas Dubé-Pauzé (BLVD) – Director of technology
Sylvain Roux (BLVD) - Sound and engineering
Touché ! - Media agency