ART ON THE CROSSWALK by Master Comunicacao for City Hall Of Curitiba

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ART ON THE CROSSWALK

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Industry Colleges, Universities & Education Centers, Public awareness
Media Design & Branding
Market Brazil
Agency Master Comunicacao
Art Director Eduardo Tavares
Copywriter Victor Afonso, Felippe Motta
Designer Marcos Minini
Released January 2011

Credits & Description

Category: Public Spaces
Advertiser: CURITIBA CITY HALL
Product/Service: TRAFFIC EDUCATION
Agency: MASTER
Date of First Appearance: Jan 10 2011
Entrant Company: MASTER, Curitiba, BRAZIL
Vice President: Edson Athayde (Master)
Vice President: Flavio Waiteman (Master)
Creative Director: Victor Afonso (Master)
Designer: Marcos Minini (Master)
Copywriter: Felippe Motta (Master)
Copywriter: Victor Afonso (Master)
Art Director: Eduardo Tavares (Master)
Agency Producer: Thaysa Bono (Master)
Web Designer: Jimmy Nisgoski (Master)
Media placement: Ambient - Crosswalk - 19 September 2010

Describe the brief from the client
In general, Brazilians believe that only people behind the wheel are responsible for traffic safety, and so pedestrians ignore simple rules, such as using the crosswalks. In the city with the most cars per capita in Brazil, Curitiba, the habit becomes even more dangerous. Based on that fact, Curitiba City Hall briefed the agency to make the city crosswalks get noticed by the public.

Describe the challenges and key objectives
The challenge was to draw people's attention to crosswalks during the time of the year when the media is cluttered with educational messages about traffic: National Traffic Week. And to do so with a very limited budget. So we came up with “Arte na Faixa” (Art on the Crosswalk) and invited 20 artists to use the city’s busiest crosswalks as a canvas for their art.

Describe how you arrived at the final design
Twenty artists, from various styles and art schools, were responsible for creating artworks especially for the Art on the Crosswalk project and for their simultaneous execution on the Sunday that opened National Traffic Week. The pieces brought the message “Now that you’ve taken notice, use the crosswalk.”

Give some indication of how successful the outcome was in the market
US$ 2,618 was spent on paint and duct tape, generating US$ 122,915 worth of free media. Curitiba City Hall managed to reduce the number of accidents involving pedestrians by 21,8% in comparison to the same period the previous year. 2010 registered the fewer number of people hit by cars in the last 5 years.