Context : With the rise of soft mobility (bikes, e-scooters) and the constant presence of smartphones and headphones in our daily lives, new risky behaviors have emerged on the road. More and more users are navigating traffic while distracted, mistakenly believing they can multitask without consequence. As these habits become normalized, the French Road Safety Authority needed to deliver a clear, impactful message to make people realize the real danger behind everyday distractions.
Central Insight : People often think accidents happen to others, not them. Everyday habits give a false sense of control, but on the road, even a split second of distraction can change — or end — a life.
Big Idea :
"What feels harmless might be your last habit."
This campaign flips the cause and consequence dynamic. It shows how simple, common actions — listening to music, checking a phone, rushing — directly lead to dramatic accidents. The visuals are intentionally raw and shocking, capturing the violent instant where routine becomes tragedy.
EN :
“Since you’re listening to your favorite artist, you won’t be able to enjoy them anymore.”
Tagline:
Road Safety – Follow the rules, live longer.
Road Safety – Follow the rules, live longer.
EN :
"Since you’re trying to save time, you won’t reach your destination.”
Tagline:
Road Safety – Follow the rules, live longer.
Road Safety – Follow the rules, live longer.
EN :
"Since you’re holding your phone, you’ll be the one calling your loved ones.”
Tagline:
Road Safety – Follow the rules, live longer.
Road Safety – Follow the rules, live longer.
