2021 Winner

CASE SUMMARY

CHALLENGE
The goal for Société de l'assurance automobile du Québec and Lg2 was to get Quebec drivers to slow down in school zones. One of the main challenges was addressing the notion that very few drivers do not respect the 30 km/h limit, despite being fully aware of it. They feel as if there was no risk in driving 40 to 70 km/h in these zones.

INSIGHT
In school zones, even the smallest speeding infraction can have big consequences because the victims would be children. The idea was to showcase in a surprising way that the little students would be where the speeding hit.

EXECUTION
Lg2 created a backpack that displays, in real time, drivers’ speeds. This backpack was worn by kids walking to school. Instead of seeing their speed on a radar speed sign, drivers saw their speeds on a potential speeding victim – a child.

RESULTS
The campaign generated a total of four million impressions, and 1.5 million positive reactions. It was also covered by most media in Quebec. The Quebec provincial police force (la Sûreté du Québec) noticed reduced traffic speeds in school areas and now advocate for the distribution of the new radar bag in every elementary school in Quebec, by fall 2021.

Credits

Patrice Letendre and Anne Marcoux - Clients - Société de l’assurance automobile du Québec
Luc Du Sault - Vice-President and Creative director - lg2
Nicolas Boisvert - Writer - lg2
Camille Gagnon - Art director - lg2
Alexandra Laverdière - Strategy -lg2
Alexandra Laverdière and Camille Savard - Account manager - lg2
Isabelle Fonta - Producer - lg2
Olivier Labonté-Lemoyne - Director - BLVD-MTL
Ariane Rondeau - Producer - BLVD-MTL
Mathieu Elie and Yan Clément - Director of photography
BLVD-MTL - Post-production
Olivier Rivard - Sound engineering - BLVD-MTL
Touché! - Media