City Hall Of Curitiba Promo, Case study ART ON THE CROSSWALK by Master Comunicacao

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Industry Traffic safety
Media Promo & PR, Case study
Market Brazil
Agency Master Comunicacao
Art Director Eduardo Tavares
Copywriter Victor Afonso, Felippe Motta
Designer Marcos Minini
Released January 2011

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Product/Service: ROAD SAFETY
Agency: MASTER
Date of First Appearance: Jan 15 2011
Entrant Company: MASTER, Curitiba, BRAZIL
Vice President: Edson Athayde (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)
Vice President: Flavio Waiteman (Master)
Webdesigner: Jimmy Nisgoski (Master)
Media placement: Ambient - Crosswalk - 19 September 2010

Insights, Strategy & the Idea
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. But there is one thing no one can ignore: art. Based on that fact Curitiba City Hall created the project “Arte na Faixa” (Art on the Crosswalk) and invited 20 artists to use the city’s busiest crosswalks as a canvas for their art.

Creative Execution
We used the city as a medium to deliver the message "Now that you've taken notice, use the crosswalk”. So when the public noticed the ad they also learned how to cross the streets more safely. Each crosswalk brought people to the website. On the website, people could see more about each artwork, along with a map showing the location of those artworks.

Results and Effectiveness
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.