Danish Cyclist Association Print DEAD ANGLE by Uncle Grey Copenhagen

DEAD ANGLE

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Industry Charities, Foundations, Volunteers
Media Print, Magazine & Newspaper
Market Denmark
Agency Uncle Grey Copenhagen
Creative Director Jesper Joergen Hansen, Jimmy Blom - Ug
Copywriter Liv Bossen, Stine Spedtsberg
Photographer Christian Kurt Rahn, Birdeye V. Tim Pedersen
Released January 2011

Credits & Description

Category: Best Use of Print or Standard Outdoor in a Promotional Campaign
Advertiser: DANISH CYCLIST ASSOCIATION
Product/Service: MEMBERSHIP-BASED INTEREST GROUP
Agency: UNCLE GREY
AD: Kenneth Graupner (UncleGrey)
Copywriter: Liv Bossen (UncleGrey)
Copywriter: Stine Spedtsberg (UncleGrey)
Creative Director: Jimmy Blom (UncleGrey)
Creative Director: Jesper Hansen (UncleGrey)
Grahic Design: Michael S. Madsen (UncleGrey)
Graphic Design: Thomas Knudsen (UncleGrey)
Account Director: Helle Brøgger (UncleGrey)
Photographer: Birdeye V. Tim Pedersen
Photographer: Christian Kurt Rahn (UncleGrey)
Media placement: Print Ad - Cykelviden (Magazine) - 1/12/11

Describe the objective of the promotion.
Danish Cyclist Association needed to add a more involving element to their campaigns to help make life as a cyclist easier and safer. Being part of the European Cyclist Association, the main goal of the Danish Cyclist Association is to spread awareness about the benefits and dangers of cycling both to private cyclists but also importantly to decision-makers such as local and national politicians.
This ad was created to make cyclists aware of the difference between disappearing in the blind spot and making one self noticed.

Describe how the promotion developed from concept to implementation.
Accidents happen because cyclists disappear in the blind spot lorry drivers have on their right side. In 'blind spot' cases the cyclist always loses. Bringing a physical act into the promotion brought attention to the fact that this problem needs real action to be resolved.
To make cyclists aware of the difference between disappearing and making oneself noticed we found our very own blind spot. In the fold of a magazine.
To make the message of being noticed clear our idea was to make the reader react physically to make the cyclist with child visible.

Explain why the method of promotion was most relevant to the product or service.
Printed in the Danish cycling magazine 'Cykelviden' (Bicycle Knowledge) the ad was aimed directly at the target audience; cyclists of any age or gender. 'Cykelviden' is also read by local and national politicians. These decision-makers can help improve the physical cycling conditions nationwide and they are also responsible for introducing and passing bills concerning these issues.
You can always start out by helping yourself, but impacting and influencing national politicians to make life as a cyclist easier certainly helps too. Both target groups became aware of the difference in making oneself noticed.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The promotion created attention and raised awareness of a serious problem. Besides regular cyclists the promotion was seen by several local and national politicians who all agreed on better conditions for cyclists.
This has made it easier for the Danish Bicycle Association to influence the decision-makers in Danish politics, and achieve their main goal - to create better conditions for the Danish cyclists.
Because of the added attention from several Danish politicians, the ad will now be nationally distributed.