The Association Prévention Routière has launched a campaign to remind 18 to 35-year-olds of the risks of using their mobiles while driving.
The print campaign, by MullenLowe Group France, has hijacked three filters that young people use on social networks – a flower crown, dog ears and a butterfly crown – which usually appear above the user’s head, and placed them in front of the eyes. Using the filters in this way signifies the distraction a phone can cause while driving, and the way a phone can obscure the view of the road and become a real danger.
The campaign went live on the road safety association’s social networks, Facebook, Twitter and Instagram. From November, the visuals will be used by the 96 departmental committees of the Association throughout their events.
Agency: MullenLowe Group France
Client: Association Prévention Routière
Title of the campaign: Focus on the road
Air date: 13th of October, 2020
Creative Directors: Antoine Colin et Jordan Lemarchand
Copywriters: Antoine Colin – Jordan Lemarchand
Art Director: Lucas Skornicki
Photograpgy: Hervé Plumet
Agency manager: Sophie Dauphin, Philippe Adenot
Production manager: Marie Abboud
Post production: Sparklink / La Manufacture