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.
Are you credited on this winning entry?
If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.