Page 54 - The EDIT | Q3 2017

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Ideas
Virtual Crash Billboard | Parisian Road Safety
Silver Media Lion
To make Parisians aware of the dangers of crossing roads when the ‘Red Man’ is showing, billboards were placed at Paris’ most dangerous crossings. A camera in the billboard detected when someone was crossing when they shouldn’t be and loudly played the noise of a car’s screeching brakes. At that moment, another camera took a photo of the panicked face of the pedestrian crossing the road as they reacted to an impending collision with a car. This photo was then immediately displayed on the billboard with the message “Don’t risk looking death in the face.”
A massive impact without a single impact
This campaign is a lovely blend of creative media thinking, proximity placement and executional stretch (those caught by the camera were given the option of allowing their image to be used in a more traditional OOH campaign across the rest of Paris).
http://bit.ly/2h9x9YB
Foot Type Test Ad | Asics
Bronze Media Lion
70% of runners are probably wearing the wrong shoes for their foot type — putting 100 muscles
and 33 joints at greater risk of injury. To help
Brazil’s running community, Asics printed a special double page ad in all of the most popular running magazines. The ad was printed using heat-sensitive ink, that when stood upon left an imprint of the runners’ feet that they could compare with different Asics foot profiles (and appropriate Asics shoes) that were pre-printed on the ad.
Media Utility with pin-sharp targeting
“I’m a sucker for a small but clever executional idea so this one was right up my street. Useful, creative and targets a pure running audience with a media execution that runners can use to prevent them from the injuries that stop them doing what they love.”
http://bit.ly/2svmn3J
Euan Hudghton, PHD UK
Role of comms: IMPACTING
Role of comms: REINFORCING
THE EDIT ISSUE 7 | Q3 2017