Cannes Lions

ROAD SAFETY

Y&R BEIJING, Beijing / BEIJING TONGZHOU DISTRICT ZHANGJIAWAN TRAFFIC SAFETY COMMISSION / 2011

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Overview

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Credits

OVERVIEW

Execution

On one of the busiest roads in the city, a series of figures were installed. These figures were reminiscent of the outline chalked around a corpse. These walking corpses appeared where it was ‘not’ safe to cross, and carried a compelling message, which directed pedestrians to a safer place. They were also coated with fluorescent paint so to be visible at night.

Outcome

This simple, yet powerful installation made front page news in the ‘Beijing Morning News’ and was prominently featured in ‘The Beijing News’ and ‘Jinghua News’. The TV news channel, Wuhan TV station, also featured the work, as did many of the nations websites such as qq.com, chinadaily.com and ifeng.com.

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