| One Show 2018 | ||
|---|---|---|
| Intellectual Property | Physical Product | Silver |
| Clio Awards 2018 | ||
| Direct | Business-to-Business: Out of Home | Bronze |
| Wave Festival 2018 | ||
| Direct | Innovation in Direct | Bronze |
| D&AD Awards 2018 | ||
| Digital Marketing | Innovative Use of Beta Technology | Wood Pencil |
| Lions Experience 2018 | ||
| Brand Experience & Activation Lions | Sectors > Automotive | Silver Lion |
| D&AD Impact 2018 | ||
| Health & Wellness | - | Wood Pencil |
Title: SAFE CAP
AGENCY: GTB Brasil / São Paulo
BOLHA Sao Paulo, Brazil Production
GTB BRASIL Sao Paulo, Brazil Media Placement
CLIENT: Ford Motor Company
ART DIRECTOR: Fernando Lyra
WRITER: Thiago Lins
CREATIVE DIRECTOR: Rodrigo Strozenberg
PRODUCTION COMPANY:
PBA / São Paulo
Bolha / São Paulo
Antfood / Sao Paulo
CREATIVE TECHNOLOGIST: Icaro de Abreu
EXECUTIVE CREATIVE DIRECTOR: Vico Benevides
TAGS: SELF-PROMOTION
Synopsis
The profession with more deaths in Brazil is the truck driver. And big part of these deaths happen because they fall asleep while driving, causing many accidents. Which puts in risk not only their lives, but also the lives of anyone on the roads.
Strategy
We looked to an accessory that the truckers already use in his trips to don’t let them sleep at the wheel: a cap.
Our strategy was to create something wearable capable to alert them when they are too tired to continue driving. And in this way avoid acidentes on the roads.
And to get the audience's attention, we launched it at Fenatran 2017, the largest truck trade show in Latin America.
Relevancy
A cap that alerts the truckers when they are too tired to drive highlights the values of the brand through a totally directed, immersive and innovative experience.
Once cap is a widely used accessory for truckers, Ford Trucks has turned it into a safety feature behind the wheel.
What became clear for truckers is that the brand is not only concerned about selling its products, but also concerned about ensuring the safety of its target and of all those who hit the road.
Outcome
The launch of SafeCap took place during the opening of FENATRAN 2017, the largest international truck fair in Latin America. And since then, became news in more than 40 countries, had over 437.000.000 impressions, a reach of 117.000.000 people and over $21.000.000 in earned media.
Execution
The first step in the creation of the accessory was to carry out a study to identify the movements of the truck driver related to his normal work routine and those that indicate sleep. This database was then transferred to a software installed in the cap, which works connected to an accelerometer and a gyroscope to identify each type of situation. Whenever the cap identifies a sleepy behaviour, it alerts the driver with sound, light and vibration.
Campaign Description
We developed a cap with a software inside that uses an accelerometer and a gyroscope to identify the movements of the truck driver’s head and alert them in case of sleepy behaviour.