Cannes Lions

Gloves

LA CHOSE, Paris / SECURITE ROUTIERE / 2017

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In France, effective October 1st 2016, the use of gloves has become mandatory for all drivers and passengers of two-wheeled vehicles.

Gloves are now compulsory as they have been shown to protect a rider's hands by over 87% during a fall, even one at slow speed, allowing the rider to avoid serious and potentially irreversible injuries. Yet, many motorcyclists still find riding gloves inconvenient and don't feel compelled to wear them, so this mandate may not be complied with as a matter of course.

We therefore had to design a campaign around two key objectives :

- Inform the maximum number of people of the rollout of the new legislation

- Persuade motorcyclists of the importance of wearing certified gloves for their own protection.

Our idea : play on the "valuable" quality of hands, these hands that simply cannot be replaced.

"The day we can replace a hand, is the day we can do without gloves"

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