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The Dancing Traffic Light

Award: Wood Pencil

Wood Pencil / Direct / Direct Response/Ambient / 2015

Smart seeks new solutions to urban problems. Rather than just communicating that, BBDO Proximity Dusseldorf wanted to prove it. Crosswalks are some of the most dangerous spots in Lisbon. Pedestrians are often too impatient to wait for the green light. So, in a novel urban experiment, BBDO created a traffic light that people couldn't take their eyes off. An installation in a nearby square let people pick a music genre and slip into the role of the red man. Their dance moves were transmitted to the traffic light in real time via motion detection technology. The campaign garnered worldwide coverage. But, more importantly, 81% of people waited until it was safe to cross the road.

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