2020 Winner

CASE SUMMARY

In Quebec, more than 200 injuries have occurred in the last few years as a result of drivers failing to stop at crosswalks. To address the issue, the Société de l’assurance automobile du Québec (SAAQ) transformed some pedestrian crossings into pop-up barricades to get drivers to pause and consider how crosswalks help protect people. Using vehicle detection sensors, the crosswalk’s yellow lines automatically rose as cars approached, but only in instances where a pedestrian was waiting to cross the street. The stunt earned national and international media coverage, reaching 10 million people. The provincial government has since implemented the pop-up barricades 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