CONTEXT
FIA Region I brings together automobile and mobility clubs across Europe, Africa and the Middle East. Together, they raise awareness of road safety among millions of road users.
CHALLENGE
Smartphones, GPS, podcasts… On the road, a few seconds of distraction can be enough to lose sight of what matters most: other people.
How could we reach drivers, cyclists, pedestrians and other road users with a campaign that crosses borders, languages and cultures?
SOLUTION
We started with a universal idea: everyone you encounter on the road matters to someone. And deserves your full attention.
A message captured in the tagline: “On the road, everyone deserves your attention.”
Together with studio WHATSMYNAME, we created an AI-produced video campaign, with two versions for Europe, Africa and the Middle East.
Distributed by FIA Region I’s member clubs, the campaign ran in more than 40 countries and around 30 languages.
