2018 Winners & Shortlists


Short List
Product/ServiceHONDA CARS
Type of EntryInnovation
CategoryInnovative Technology

The Campaign

While working on the brief, we were well-aware that brake lights at the cars’ rears help drivers keep a safe distance from the vehicles ahead. But we soon realized that there was nothing to stop applying a similar principle to the front of a vehicle to indicate to pedestrians if the car heading towards them is slowing down. So we developed The Green Light, the first car light created with pedestrians in mind. This new device, linked to the cars’ brakes, will tell people when to cross. Whenever the driver brakes, the Green Light turns on at the front of the car. When pedestrians see it, they’ll know they can cross. When they don’t, they will wait. Honda’s purpose is to drastically diminish the number of pedestrian-related accidents in Jordan and, someday, around the entire world.

Creative Execution

The Green Light is composed of a green LED strip, embedded in a 3D printed structure covered by a transparent surface that diffuses the light homogeneously, so that it’s easily visible both night and day. The Green Light is fastened beneath the license plate, thanks to two hooks that guarantee quick installation. It’s light, with (36.4Lx6.2Wx2.1Hcm) dimensions, fit and can be seen on any car, Honda or otherwise. The Green Light is integrated in the existing system for lighting the rear brakes. So when the brake pedal is pressed, power activates the brake lights and the Green Light simultaneously. The wires from the device are fed through the grill, run directly into the car interior and then plugged into the designated fuse. The device is still in its early stages and, due to its recent development, has tremendous potential.

The Green Light is only operating at a fraction of its projected scale. In fact, The Green Light was sold in all Honda showrooms throughout Jordan starting 11 of May 2017. But Honda has showrooms all over the world, and having so many points of sale can allow us to reach drivers almost everywhere. Moreover, drivers who choose to apply the Green Light on their cars become ambassadors of the project, taking it with them on the streets. Not only does The Green Light show Honda’s commitment towards safety, thus demonstrating the brand’s human-centric vision. It also can be applied on non-Honda vehicles, having profound repercussions on the entire automotive industry. Given the positive reaction of Jordanian customers, Honda aims to include the Green Light in their accessories catalogue.

The Green Light project is a technological solution to a crucial problem- the elevated percentage of accidents that involve pedestrians in Jordan. The device is a tool that helps pedestrians know when they can cross the street in safety and when they should wait.


Name Company Position
Kalpesh Patankar Y&R Dubai Executive Creative Director
Elisa Binda Y&R Dubai Copywriter
Fabio Tridenti Y&R Dubai Art Director
Emad Khayyat Y&R Amman Creative Director
Sharique Mohammed Y&R Dubai Art Director
Zaheen Hussain Freelance Copywriter
Sameer Suri Freelance Music
Ahmad Al Salem Y&R Amman Account Director
Jumana Sadeh Y&R Amman Producer
Ivar Siosteen Pixel Plus Media Executive Director
Jose Garcellano Pixel Plus Media Business Development