Life Saving Society Outdoor INATTENTION by LG2 Montreal

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INATTENTION

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Industry Public awareness
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Canada
Agency LG2 Montreal
Creative Director Philippe Comeau, Marc Fortin
Art Director Simon Touzin
Copywriter Sylvain Dufresne
Producer Julie Lorazo
Photographer Dop
Account Supervisor Martine Grégoire
Released November 2011

Credits & Description

Category: Digital Outdoor
Advertiser: LIFE SAVING SOCIETY
Product/Service: LIFE SAVING SOCIETY
Agency: LG2
Creative Director: Marc Fortin/Philippe Comeau
Copywriter: Sylvain Dufresne
Art Director: Simon Touzin
Photographer: Dop: Christophe Collette
Account Supervisor: Martine Grégoire
Producer: Julie Lorazo
Account Manager: Audrey Dignard
Planner: Marc-André Fafard
Account Manager: Audrey Dignard
Planner: Marc-André Fafard
Other Credits: Production House: Quatre Zero Un/Media: Carat/Post Prod: Fake Studio/Sound: Boogie Studio

Ambient Execution Description
We designed an installation that enabled participants to experience the shock and horror that a few seconds of distraction can lead to. When a man arrives in front of a urinal it sets off a video in a digital panel of a child swimming in a pool. A speaker installed at the other end of the bathroom, near the entrance, simulates the voice of a woman apologizing for accidentally entering the wrong bathroom. The interruption causes the man to instinctively turn his heard towards the voice to see what’s going on. When he turns back, the child has disappeared from the surface of the water, and in his place, there’s a sinister silhouette symbolizing his drowning. It’s a poignant demonstration of the difference that a few seconds of distraction can make.