2021 Winner

CASE SUMMARY

Objectives & Challenges

Drivers fail to notice that they are going too fast near schools, especially at the start of the school year. The Government of Quebec wanted a new innovative solution to have motorists respect the 30 km/h zones.

Insight & Strategy

In Quebec, drivers often fail to yield right of way to pedestrians, putting those who are walking at risk. A way to get drivers to realise that pedestrians are individuals with full and valuable lives had to be implemented.

Execution

Lives Crossing gives pedestrians the opportunity to customize a traffic sign, using a voice command assistant. By doing so, drivers are made aware of the idiosyncrasies and uniqueness of each pedestrian.

Results

The campaign tracked 950,000 positive reactions, covered by media in Quebec and abroad. The technology will be used in other cities all over the province of Quebec.

Credits

Patrice Letendre and Catherine Brassard - Clients - Société de l’assurance automobile du Québec
Luc Du Sault - Vice-President and Creative director - lg2
Andrée-Anne Hallé - Writer - lg2
Andrée-Anne Hallé, Jean Lafrenière and Olivier Caron - Art director - lg2
Alexandra Laverdière - Strategy - lg2
Alexandra Laverdière and Camille Savard - Account Manager - lg2
Olivier Labonté-Lemoyne - Director - BLVD-MTL
Geneviève Sylvestre - Producer - BLVD-MTL
BLVD-MTL - Post-production
Olivier Rivard - Sound engineering - BLVD-MTL