Beijing Tongzhou District Zhangjiawan Traffic Safety Comission Promo, Case study DEAD MAN WALKING by Y&R Beijing

DEAD MAN WALKING

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Industry Traffic safety
Media Promo & PR, Case study
Market China
Agency Y&R Beijing
Executive Creative Director Gunny Park Innocean Worldwide
Art Director Shi Jian
Copywriter Gao Han
Photographer Wang Qiang, Gao Fan
Released November 2010

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: BEIJING TONGZHOU DISTRICT ZHANGJIAWAN TRAFFIC SAFETY COMMISSION
Product/Service: ROAD SAFETY
Agency: Y&R BEIJING
Date of First Appearance: Dec 1 2010
Entrant Company: Y&R BEIJING, CHINA
Chief Communications Officer/Copywriter: Nils Andersson (Y&R China)
Executive Creative Director: Gunny Park (Y&R Beijing)
Creative Director/Art Director: Chen Lei (Y&R Beijing)
Assistant Creative Director/Copywriter: Ma Ken (Y&R Beijing)
Art Director: Shi Jian (Y&R Beijing)
Copywriter: Gao Han (Y&R Beijing)
Photographer: Wang Qiang
Photographer: Gao Fan
Retouching: Quan Zhenguo
Media placement: Ambient Campaign - Zhangjiawan, Tongzhou District, Beijing, China - Dec 1, 2010

Insights, Strategy & the Idea
Many of the victims were migrant workers from the rural areas of China, unused to the busy traffic in the larger cities.
The ‘Beijing Tongzhou District Zhangjiawan Traffic Safety Commission’ commissioned a pilot scheme to try to raise awareness of the problem, and therefore combat the escalating number of deaths.

Creative Execution
On one of the busiest roads in the city, a series of figures were installed. These figures were reminiscent of the outline chalked around a corpse. These walking corpses appeared where it was ‘not’ safe to cross, and carried a compelling message, which directed pedestrians to a safer place. They were also coated with fluorescent paint so to be visible at night.

Results and Effectiveness
This simple, yet powerful installation made front page news in the ‘Beijing Morning News’ and was prominently featured in ‘The Beijing News’ and ‘Jinghua News’. The TV news channel, Wuhan TV station, also featured the work, as did many of the nations websites such as qq.com, chinadaily.com and ifeng.com.