Safety reflector. Protecting her from getting hit by a car. Fall-winter season in Finland lasts from 7 to 8 months. There are over 7000 vehicle-pedestrian collisions during that time. 36 pedestrians were killed last year.
According to government road safety statistics, 12 lives could have been saved if the pedestrians were equipped with safety reflectors. These statistics gave Delta Car Dealership a good reason to react and remind their car shopping clients about the life-saving importance of the safety reflectors. Free safety reflectors were available for clients at dealer-locations.
This 'all analog' special outdoor (8 dealership locations) implementation was created using the traditional billboard's internal light source and reflective lettering. When the headlights of a vehicle hit the billboard, the message changes demonstrating the life-saving effect of safety reflectors. Let's change the headlines together. Be seen. Wear a reflector.
Creative Director:Jyrki Poutanen, Timo Silvennoinen
Art Director:Jyrki Poutanen, Jutta Sutinen
Copywriters:Timo Silvennoinen, Jyrki Poutanen, Tuomas Perälä
Junior Creatives:Maria Lomakina, Pyry Nousiainen
Agency Producer:Yrjö Haavisto
Client Director:Jyrki Reinikka
Others:Niina Huttunen, Jason Ramsey