2017 Winners & Shortlists

HUMAN CROSSING

Short List
Client/BrandVOLKSWAGEN MIDDLE EAST
Product/ServiceROAD SAFETY
EntrantMEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES
Type of EntryUse of Outdoor
CategoryUse of Ambient Outdoor
Idea Creation MEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES

Brief Explanation

We developed a unique structure with LED screens and RFID tag readers, which we placed at busy crossing directly outside GEMS school in May 2016. Thousands of key chains with embedded RFID tags, were distributed to students. When a student approached the crossing, the sensors picked up the RFID tag’s signal and alerted any on-coming driver that a student was about to cross by displaying that student’s name and asking the driver to stop for them. The sensor then followed the student as they crossed beneath the Human Crossing so that drivers could clearly see the student’s name on the screen as they passed beneath it. This simple piece of technology created an important human connection between the driver and the student. Enabling a positive behavioural change in drivers by reminding them that pedestrians are people too, each with their own name and story.

Credits

Name Company Position
Paul Shearer Memac Ogilvy Dubai Chief Creative Officer
Ramzi Moutran Memac Ogilvy Dubai Executive Creative Director
Sascha Kuntze Memac Ogilvy Dubai Creative Director
Waleed Bachnak Memac Ogilvy Dubai Copywriter
Maram Ashour Memac Ogilvy Dubai Art Director
Luiz Vicente Simoes Memac Ogilvy Dubai Associate Creative Director
Juliana Paracencio Memac Ogilvy Dubai Associate Creative Director
Shefali Vyas Memac Ogilvy Dubai Account Director
Ramadan Ibrahim Memac Ogilvy Dubai Retoucher
Irfan Ghani Memac Ogilvy Dubai Designers
Monica Yuri Memac Ogilvy Dubai Desinger
Atul Shenoy Memac Ogilvy Dubai Client Services Director
Joaquin Lajud Memac Ogilvy Dubai Account Manager
Nathalie Sbaiti Memac Ogilvy Dubai Account Executive
SIAN Group SIAN Group Production Company
White Space Factory White Space Factory Film Company
SOUHEIL ZAHREDDINE Beyond Post Editor