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Human Traffic Sign

Award: Wood Pencil

Wood Pencil / Art Direction / Art Direction for Press Advertising / 2015

In China, every three minutes, someone is injured as a result of a traffic accident. Every ten minutes, someone is killed in one. Over half these incidents could be avoided if pedestrians and drivers just followed traffic signs. Kicking off World Traffic Safety Day 2014, Lowe China collaborated with Buick to remind motorists and wayfarers alike that signs are there to be followed. They invited nine victims of traffic accidents to pose as human traffic signs at busy periods in accident-prone areas. The victims' presences served as a stark reminder that obeying the rules is a matter of life and death. Unabashedly revealing the amputations of the victims, the campaign became a series of striking photos and press ads, as well as a TV spot.

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