Is this French campaign the best digital advertising you've ever seen?

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12 June 2017

Every year 4,500 pedestrians in the Paris area are involved in car accidents. This shocking digital billboard campaign has been stopping jaywalkers in their tracks.

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Scaring pedestrians into doing the right thing

French road safety body, DRIEA, has teamed up with ad agency, Serviceplan France, to create a campaign that is truly shocking.  

Set up recently beside several crossings around Paris, the kit consists of a large digital display with motion sensors, a camera, and speakers. Every time a pedestrian crosses on a red signal, the sound of a car’s screeching tires blasts out of the speakers.

Pedestrians, believing they are about to by hit by a car, invariably freeze or flinch and generally panic; before looking around bewildered trying to figure out where the noise has come from.

And that's when they see their terrified face plastered all over the nearby digital billboard. When the screeching noise sounds, the display’s built-in camera takes a photo of the pedestrian’s petrified expression and immediately sticks it up on the display.

As the culprit approaches the display, they are presented with the message: “Don’t take the risk of staring death in the face. Respect the traffic lights when you cross the road.”

OMG...

And adding insult to (fake) injury, photos of the pedestrians’ terrified faces are currently being used on posters nationwide and as part of a Facebook campaign to promote road safety.

 

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