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Roads That Honk

基本信息
行业: 工业与农业
媒体:设计与品牌
投放:印度
风格: Minimalism
说明cnen
Strategy

On the hairpin bends, drivers are uncertain of whether or not a vehicle is approaching from the other side of the bend, which often leads to over speeding, causing major accidents and casualties. As drivers, it is humane to miss the signs, or ignore them entirely. Especially in extreme weather conditions such as rain, snow and heavy fog. Sometimes, drivers even choose not to honk at hairpin turns, thinking there wouldn’t be a vehicle approaching from the other end.So, with our idea of Roads that Honk, we have eliminated any given chance of dependency, because sound is the one and only medium that a driver cannot ignore. And our choice of amber LED lights will only reinforce the drivers on both sides to slow down and cross each other safely. Because at the end of the day, one car slowed down, is just as good as one life saved.
CampaignDescription

We wanted to save these lives by getting drivers to slow down to avoid accidents and collisions. Our idea is "Roads that Honk." We created smart life poles with radar technology. that communicates with each other on both sides of the hairpin turns and alerts drivers with the sound of a horn. The radar on the smart poles reads the speed of the vehicles, and then communicates with the smart life pole at the other end. These smart life poles then alert the drivers on both sides by honking.Honking lets the drivers know about the approaching vehicle, so now, even if a driver is approaching a turn at 60 km/hr., he would have enough time to slow down. And cross safely.And our choice of amber LED lights will only reinforce the drivers on both sides to slow down and cross each other safely.
Outcome

Over 3.8 million views on YouTube within a week.50 million Media impressions were generated in the first 3 hours of the launch.105 million media impressions since the release.Over 15 million social media reach.Roads that honk technology received an overwhelming response from the auto media as well as people across various social platforms. The biggest takeaway came when even Dharmendra Pradhan, the Minister of Petroleum and Natural Gas of India spoke about the technology innovation.National Highway Association of India is installing this technology across all major hairpin bends that were accident prone and were threat to drivers.Even the Saudi Ministry of Transportation is installing the smart life poles in their countryWithin 2 weeks, data suggested that over 8 out of 10 speeding drivers slowed down at these turns. And accidents were reduced by 45% on these hairpin bends.
Synopsis

The Jammu-Srinagar highway in India is voted as one of the world's deadliest highways, according to National Geographic. It has over 150 deadly hairpin bends. 80% of car accidents on this highway occur due to these hairpin bends, as drivers seldom know what is coming from the other side of the blind spot. They often miss the warning signs due to zero visibility and end up over speeding on these turns.The challenge was to get drivers to slow down at these hairpin bends to avoid road accidents and casualties.Our idea is "Roads that Honk." The world's first ever road that honks at drivers indicating them to slow down to avoid head-on collisions and casualties. The design and technology roughly estimated to $20,000 USD which includes transports, installation, etc.
Execution

We started by installing the device at both sides of these deadly turns.And when a car came within its radar, it would alert the driver with a horn and a light. The installation was 7ft tall, making it visible for drivers while they are speeding. The hollow gap in between makes it much more light and portable. It has been intentionally designed in the shape of a signal light, and the amber color only reassures drivers to slow down. The smart poles are powered solely via clean solar energy, and takes only 3-4 men and roughly 2 hours to set up.This pole is a MS/Lacquer glass finish, in order to withstand any given weather condition.HP Lubricants in association with NHAI took this technology all across India at every accident-prone zone. To make every highway in the country a safe road to drive on.
制作信息
品牌:
广告公司:
首席创意官:
创意总监:
美术指导:
制作公司:
制片:
导演:
剪辑:
其他职位:Entrant Company: LEO BURNETT INDIA, Mumbai, India
Media Agency: LEO BURNETT INDIA, Mumbai, INDIA
PR Agency: LEO BURNETT INDIA, Mumbai, INDIA
Chief Executive Officer, Saurabh Varma, Leo Burnett India
Chief Strategy Officer, Dheeraj Sinha, Leo Burnett India
Executive Director & Branch Head, Rakesh Hinduja, Leo Burnett India
Sr. Vice President, Sidheshwar Sharma, Leo Burnett India
Creative Strategist, Himanish Ashar, Leo Burnett India
Creative Strategist, Ashish Gautam, Leo Burnett India
Brand Director, Hirosh Mulky, Leo Burnett India
Brand Director, Rumi Behramkamdin, Leo Burnett India
Head of Prodigious, Vandana Watsa, Prodigious India
Technologist, Rajeev Jha, Leo Burnett India
奖项
D&AD 2018
木铅笔 产品设计
Innovative Product Design
The One Show 2018
银铅笔 适应性环境
User Activation
The One Show 2018
铜铅笔 适应性环境
Use of Technology
The One Show 2018
优秀奖 设计
Experiential / Environmental / Wayfinding
The One Show 2018
优秀奖 知识产权
Physical Product
The One Show 2018
优秀奖 互动
Experiential / Digital Installations
戛纳国际创意节 2017
银奖 创新
戛纳国际创意节 2017
铜奖 设计
Promotional Item Design
戛纳国际创意节 2017
入围 设计
Digital Installations & Events
戛纳国际创意节 2017
入围 设计
Non-commercial Exhibitions & Experiences
戛纳国际创意节 2017
入围 直效
Corporate Social Responsibility
戛纳国际创意节 2017
入围 直效
Use of Technology
戛纳国际创意节 2017
入围 直效
Experience Design
戛纳国际创意节 2017
入围 户外
Ambient Use of Digital Technology
戛纳国际创意节 2017
入围 公关活动
Cars & Automotive Products & Services
戛纳国际创意节 2017
入围 推广活动
Corporate Social Responsibility
戛纳国际创意节 2017
入围 推广活动
Use of Technology
戛纳国际创意节 2017
入围 推广活动
Exhibitions / Installations
视频语音识别与翻译工具

我们采用了 Google Cloud Speech-to-Text(利用机器学习技术将语音转换为文本)与有道自然语言翻译服务
开启此功能,可以实现:
1. 在播放视频时,同步浏览视频原文字幕
2. 在此处选中字幕单词即可显示其中文翻译

* 与人工专业翻译不同,语音识别与自然语言翻译均存在偏差与非官方性,请仅作为参考。

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