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The Attention Powered Car

Award: Wood Pencil

Wood Pencil / Integrated & Earned Media / Earned Media Campaigns / 2014

The biggest killer on Western Australian roads is driver inattention, accounting for more deaths than speeding or drink driving. To demonstrate the scale of the problem and learn more about it we created the Attention Powered Car. Using custom neuro technology we were able to make the car go when the driver paid attention and slow when they didn’t. Members of the public drove the car around Western Australia in the largest ever study on the issue, collecting hundreds of hours of data. The campaign was followed globally and a more accessible version of the technology is now being developed.

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