Association Prévention Routière and Victimes & Citoyens Disarm The Roads
TBWA\Paris craft new Association Prévention Routière and Victimes & Citoyens campaign.
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It’s up to us to disarm our roads. Shopping, going to work, taking the children to school, going out with friends...
All these situations remind us that driving is a common everyday act that can lead to risky behaviour. These behaviours can have dramatic repercussions, turn against oneself, take the life of an innocent person, or even a loved one.
"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", declares Anne Lavaud, General Delegate of Association Prévention Routière.
We know our vehicles, we use them regularly and for some we pamper them. However they remain, misused, lethal weapons for oneself or for others.
Credits
powered by
- Agency TBWA/Paris
- Production Company ELSE (In-House at TBWA France)
- Director Clement Lefer
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Credits
powered by
- Agency TBWA/Paris
- Production Company ELSE (In-House at TBWA France)
- Director Clement Lefer
- Sound Production ELSE (In-House at TBWA France)
- Executive Creative Director Benjamin Marchal
- Executive Creative Director Faustin Claverie
- Art Director Sebastien Skrzypczak
- Art Diretor Morgane Alexandre
- Art Director Nicolas Duval Adassovsky
- CEO Maxime Boiron
- Producer Jennifer Bauche
- Producer Lea Gosselin
- Post Producer Rajae Faloss
- Head of Music Olivier Lefebvre
- Sound Designer Melanie Bourdet
- Sound Designer Fanny Mithois
Credits
powered by
- Agency TBWA/Paris
- Production Company ELSE (In-House at TBWA France)
- Director Clement Lefer
- Sound Production ELSE (In-House at TBWA France)
- Executive Creative Director Benjamin Marchal
- Executive Creative Director Faustin Claverie
- Art Director Sebastien Skrzypczak
- Art Diretor Morgane Alexandre
- Art Director Nicolas Duval Adassovsky
- CEO Maxime Boiron
- Producer Jennifer Bauche
- Producer Lea Gosselin
- Post Producer Rajae Faloss
- Head of Music Olivier Lefebvre
- Sound Designer Melanie Bourdet
- Sound Designer Fanny Mithois
This is the whole point of this campaign. To illustrate in a literal way the dangerousness of our vehicles by hijacking their various components to make weapons. 3 weapons entirely made from parts of a car, a motorbike, and a utility vehicle, all recovered from a scrapyard. 3 weapons for 3 types of drivers, strongly 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.
Most of these accidents could have been avoided by making the right gestures, by respecting speed limits, the highway code, by not making one exception... This campaign reminds us that behind every road accident lies an inappropriate behaviour that turns the vehicle into a weapon.
So it’s up to everyone to disarm our roads, with caution, care and respect. Together, we can ensure that our vehicles are used wisely and do not become weapons.
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Association Prévention Routière, Victimes & Citoyens – Motorbike
Association Prévention Routière, Victimes & Citoyens – Truck
Association Prévention Routière, Victimes & Citoyens – Car
This is the message that the Not For Profit Prévention Routière and the Victimes & Citoyens are deploying for their new communication campaign imagined and orchestrated courtesy of TBWA\Agency.
"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 mobilisation" explains Julien Thibault, President of Victimes & Citoyens.
Victimes & Citoyens is an association created in 2004 by traffic victims and acting in favour of an efficient and humane help for victims as well as a better awareness of the dangers of the road.
The campaign, in the form of 3 videos of 38 seconds each, will be visible on the various social networks of these Not For Profit organisation, as well as in the form of blue print on more than 1500 JC Decaux panels from the week of 25 January 2021, as well as in DOOH on 80 panels in Paris during the same week.
