2020 Winner

CASE SUMMARY

Texting and driving has become one of the main causes of accidents in Canada, and although 98% of Canadians consider it to be a serious issue, 35% admit to doing it anyway. That’s why the City of Montreal’s Vision Zero project used the stories of three real texting-and-driving victims as the basis of an interactive street exhibit. Replicas of their smashed-up vehicles were created and displayed with the texts responsible for the accidents on SMS- shaped airbags. Viewers were invited to send the words displayed as a text to a number associated with the car, triggering a recorded call from the victim telling their story and then prompting them to activate the built-in “Do not disturb while driving” mode on their phones. The exhibit appeared at the 2019 Montreal Auto Show and was then taken to the streets, where it generated 8.4 million impressions in 48 hours.

Credits

Executive Creative Director: Alex Bernier
Creative Director: Jonathan Lavoie
Copywriter: David Allard
Art Director: Jonathan Lavoie
Client Services Director: Marie-Julie Cossette
Agency production: Marie-Pier Lavoie

Director: Alex Miglierina
DOP: Benoit Jones Vallée
Camera Assistant: Alexane Bouvrette
Steadicam: Mathieu Charest
Grip: Alain Tremblay
Editor: Sarah Bérubé
Motion design: : Gérardo Manjirrez, Isabelle Vouligny
Social media strategy: Odile Archambault
Social media management: Anne Murray-Potvin
Interviews: Caitlin Walsh Miller
Researcher: Annick Charlebois
Public relations: Katia Aubin, Kristel Dupont
Sound mixing: Frédéric Laurier – BLVD
Web production: Simon Arnold, Maxime Daoust, Alsu Kurbanova, Caroline Royer, Alex Pilon, Vincent Paradis
Web design: Jonathan Pinard
Computer graphics: Sarah-Jeanne Turgeon

Production: Sud-Ouest
Executive producer : Simon Lavoie
Producer: Guillaume Bilodeau
Production Director : Anthony Martino Maurice