Free Coordinates

Human traffic signs…

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To the launch of the D&AD 2015 Annual and on the big screen at the event the Human Traffic Signs campaign caught my eye – not least because it gave another take on the power of emotional communication to encourage road safety.

Every three minutes someone is injured by a traffic accident in China. One in ten die. To help fight this, the campaign revolves around a simple and arresting idea: to use real accident victims to underline the dangers. To this end, we see them holding up traffic signs at the spots where their accidents actually happened.

Commissioned by Shanghai General Motors; created by Lowe China; deserved winner of a D&AD White Pencil for work that excels in effecting real and positive change in the world through creative thinking.

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