Cannes Lions

SPEEDING SELFIES

DUVAL GUILLAUME, Antwerp / CITY OF ANTWERP / 2015

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Overview

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Credits

Overview

Execution

On the campaign's website www.graagtraag.be citizens were invited to upload their 2 selfies (happy & sad one). These selfies were then used on the digital interactive billboards that were placed in the centre of the City of Antwerp. With the same type of sensors that are used by the traditional smiley speeding signs, we were able to show in real time a smiling selfie of a local citizen when passing drivers were within the speed limit or the sad selfie when the drivers were exceeding the speed limit.

Outcome

After just a few days 268 selfies were uploaded on the campaign website and were then displayed on the interactive billboards reaching thousands of motorists, to stop them from speeding.

75% of the target audience have seen the campaign and 63,1% of the target audience believes this campaign incites motorists to respect the speeding limits in the city centre. (Source: City of Antwerp, Campaign measure online panel, October 2014)

We also had tons of local and national media attention. Later followed by international press, leading to the roll-out of the idea in other countries in 2015.

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