Life Saving Society: INATTENTION

Credits & Description:

Category: Digital Outdoor

Advertiser: LIFE SAVING SOCIETY

Product/Service: LIFE SAVING SOCIETY

Agency: LG2

Creative Director: Marc Fortin/Philippe Comeau

Copywriter: Sylvain Dufresne

Art Director: Simon Touzin

Photographer: Dop: Christophe Collette

Account Supervisor: Martine Grégoire

Producer: Julie Lorazo

Account Manager: Audrey Dignard

Planner: Marc-André Fafard

Account Manager: Audrey Dignard

Planner: Marc-André Fafard

Other Credits: Production House: Quatre Zero Un/Media: Carat/Post Prod: Fake Studio/Sound: Boogie Studio



Ambient Execution Description

We designed an installation that enabled participants to experience the shock and horror that a few seconds of distraction can lead to. When a man arrives in front of a urinal it sets off a video in a digital panel of a child swimming in a pool. A speaker installed at the other end of the bathroom, near the entrance, simulates the voice of a woman apologizing for accidentally entering the wrong bathroom. The interruption causes the man to instinctively turn his heard towards the voice to see what’s going on. When he turns back, the child has disappeared from the surface of the water, and in his place, there’s a sinister silhouette symbolizing his drowning. It’s a poignant demonstration of the difference that a few seconds of distraction can make.