Bones Vs Steel. Who wins? SAAQ shows who does in a bone-chilling manner!

October turned out to be the nastiest month for Canada as it witnessed the most number of pedestrians becoming victims of accidents. The reason being? Pedestrians failing to keep an eye on the road for cars and other vehicles speeding by while recklessly crossing the road. The result? Crushed bones, injury or death. After all, bones have no chance of resilience against steel. And to highlight the criticality of this, SAAQ (Quebec Automobile Insurance Corporation) together with lg2 agency built a bus shelter embedded with live animation that hits the message right into your head with a lingering blow that you cannot ignore. They’ve named this on a ground stunt as Bones Vs Steel.

We feel it’s a great way to bring pedestrians back to reality (in a jarring way) after a light-hearted moment of dance with their clones made of bones. It’s a lesson that needs to not just be learnt but habitually and strictly followed. What’s the lesson? To use the crosswalk or intersection while walking to reach back home safely. We think this is really effective as it shows that this issue (of pedestrians not obeying the rule of using the crosswalk) shouldn’t be taken lightly because when they do they’re taking risking their lives.

Credits
Advertiser: SAAQ
campaign: Bones Vs Steel
Advertising Agency: Lg2 Québec, Canada
Creative Director / Art Director: Luc Du Sault
Creatives: Nicolas Boisvert, Camille Gagnon
Production Company: BLVD / Montréal
Director: Olivier Labonté Lemoyne
Account Directors: Alexandra Laverdière, Camille Savard

Tags:
Société de l’assurance automobile du Québec, SAAQ, Outdoor, Canada, Public Interest, NGO, Bone VS Steel, Insurance company, Traffic Accidents, Road Safety, Outdoor campaign, Technology, Lg2 Québec, Montréal, Quebec Automobile Insurance Corporation