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2020 One Show - Branded Entertainment

The Impactful Reminder

Agency Sid Lee / Montreal

Client Vision Zero Project and the City of Montreal
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Annual ID

OS_BE20_083M

About the Work

An interactive street exhibit based on the stories of three real victims of texting and driving was created, where perfect replicas of the cars involved in the accidents displayed the texts responsible for the accidents on real SMS-shaped airbags. Pictures from the police department, news outlets and the victims were used by artists to shape each car exactly like the originals, bringing people as close as possible to the shocking reality of texting and driving while transforming the city into a one-of-a-kind free mass media. To hear the story behind each car, visitors were invited to send the same text message that caused the accident to the number associated with the car. After sending the text, they received a call from the victim telling their story, and immediately after that, they received an SMS inviting them to activate the built-in “Do not disturb while driving” mode on their phones, using the emotional momentum created by the experience and the fact that people already have their phones in their hands to generate action. Once activated on drivers’ phones, the Driving mode automatically sends a “Do not disturb” text to anyone who texts them, turning them into living media for the cause.