City Hall Of Curitiba: ART ON THE CROSSWALK

Credits & Description:

Category: Charities, Public Health & Safety, Public Awareness Messages

Advertiser: CURITIBA CITY HALL

Product/Service: ROAD SAFETY

Agency: MASTER

Date of First Appearance: Jan 15 2011

Entrant Company: MASTER, Curitiba, BRAZIL

Vice President: Edson Athayde (Master)

Creative Director: Victor Afonso (Master)

Designer: Marcos Minini (Master)

Copywriter: Felippe Motta (Master)

Copywriter: Victor Afonso (Master)

Art Director: Eduardo Tavares (Master)

Agency Producer: Thaysa Bono (Master)

Vice President: Flavio Waiteman (Master)

Webdesigner: Jimmy Nisgoski (Master)

Media placement: Ambient - Crosswalk - 19 September 2010



Insights, Strategy & the Idea

In general, Brazilians believe that only people behind the wheel are responsible for traffic safety, and so pedestrians ignore simple rules, such as using the crosswalks. But there is one thing no one can ignore: art. Based on that fact Curitiba City Hall created the project “Arte na Faixa” (Art on the Crosswalk) and invited 20 artists to use the city’s busiest crosswalks as a canvas for their art.



Creative Execution

We used the city as a medium to deliver the message "Now that you've taken notice, use the crosswalk”. So when the public noticed the ad they also learned how to cross the streets more safely. Each crosswalk brought people to the website. On the website, people could see more about each artwork, along with a map showing the location of those artworks.



Results and Effectiveness

US$ 2,618 was spent on paint and duct tape, generating US$ 122,915 worth of free media. Curitiba City Hall managed to reduce the number of accidents involving pedestrians by 21,8% in comparison to the same period the previous year. 2010 registered the fewer number of people hit by cars in the last 5 years.