We needed to draw the attention to the importance of the crosswalk. We wrote a song with messages about attitude and safety, and we did a holographic concert right on the crosswalk.

Aside the holographic concert, people could activate the content using augmented reality and dancing and singing the song along with the artist anywhere. We put together music and technology in favor of life and awareness.

To make the idea a reality, months of planning and technical studies were necessary. The song was written in the advertising agency and, later recorded and produced by Karol Conká and Tropkillaz DJs. Next, we recorded a video clip base in studio to the post-production of the hologram. Then, we integrated the hologram with the real crosswalk, which was something new. In all of our hologram research, we didn’t find one that had no “stage”, or that was stepping on the ground. To the launch, we stopped one of the main crossings in Curitiba, brought people and threw a holographic concert right on the crosswalk. Along with the audience, we set up a video clip that turned into content to TV and internet. Parallel to that, people could dance and sing the song using augmented reality by just scanning the code available in flyers and outdoors, through the Shazam app.

Our goal of creating impact and engagement to the matter was fully achieved. The media publicity and the spontaneous media reached more than 50 million impacts. The rhythm and the lyrics won the hearts from Karol Conká’s fans, putting the song in several sites of downloads. Another interesting result was the engagement on social networks: more than 200 thousand positive reactions in likes and shares. But the most significant result were the numbers in reduction of accidents and lives saved. According to the sources from military police’s “Sistema Bateu”, comparing the period of campaign with the previous period, we achieved 14% in reduction of accidents and 24% in reduction of hits with injuries, numbers that prove the efficiency of the idea and the union of music and technology with a strong message, capable of changing behaviors.