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Smart Spokes

Smart Spokes | Eyes | Ogilvy
Download Download JPG | 2048x1452px
basics
Industry: Internet sites & Services
Media:Ambient & Interactive
Market:Japan
Style: Minimalism
descriptioncnen
EntrySummary
In a city of 30 million people and an ever-increasing number of cars, the dangers facing cyclists in Tokyo is becoming immense. Although it’s one of the safest cities in the world, on the road cyclists are still in constant risk as they’re disregarded by drivers. The absence of bike lanes and stronger regulation protecting those who commute on two wheels forces bikers to use the sidewalks, putting this way pedestrians in danger. At the same time, the increase of people using bicycles as a means of transport has also been significant, making for road safety campaigns being particularly timely.
BriefExplanation
We transformed each bicycle into a moving outdoor by equipping them with the Jyrokinetic LEDs system that allows for animations to be played on the spokes. The animations showcased the importance of seeing, caring and giving space to bikers and carried 3 different strong colours to be easily distinguished and visible. Message #1, Visibility – The green character bikes through the city and the animation zooms in on his eye. A giant eye gives way to the message in Japanese - “See me” Message #2, Space – The blue character bikes through the city and the animation zooms in on his hand eye. A giant hand gives way to the message in Japanese - “Give me space” Message #3, Care – The red character bikes through the city and the animation zooms in on his heart. A giant heart gives way to the message in Japanese - “Care for me”
credit
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Agency:
awards
Cannes Lions International Festival of Creativity 2018
Shortlist Outdoor
Ambient > Transit
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