Ad of the Day: City of Vancouver
I’ve been working on road safety with my kids recently, so today’s campaign from the City of Vancouver resonates with me. Practicing road safety; crossing in a cross walk, braking for pedestrians, and generally being aware of you surroundings, seems like common sense, but since I started teaching my 8-year-old and 5-year-old the basics, I’ve realized adults do a great deal of situational analysis subconsciously. When is a car far enough away to cross the road safely, how fast will you need to walk to reach the other side before the car arrives, ect…
Back to the campaign…
This campaign comes in two parts, an ambient selection and a print selection. They’re almost two separate campaigns, with a common message.
The first part is the ambient series, and is the better part of the campaign. It focuses on our busy distracted minds while emphasizing the need to stay alert when crossing traffic. Tragic things can happen when we aren’t paying attention.
Advertising Agency: Hot Tomali, Vancouver, Canada, Creative Director: Thomas Stringham, Art Director / Copywriter: Scott Maddox, Graphic Designer: Davinder Deo, Client Team Directors: Alex Russell, Mairi Welman, Graphic Designer: Wells Stringham, Agency Producer: Juliana Hendriks, Account Manager: Kyle Stewart
The second part of the campaign is the print portion. I don’t find these very successful. The artwork is a bit choppy and not done well at all. The black of the figures is too dark in comparison with the photos. This series equates people to ceramic statues. “People are fragile.” Like coffee cups or pottery.
I am also confused who these ads are targeting. The phrase “People are fragile” sounds like it’s an appeal to drivers, less so to pedestrians. Pedestrians look out for themselves – so the phrase with ‘you’ or ‘your’ in it might be more effective for targeting pedestrians. However, the imagery makes me think it’s targeting the pedestrians. Words and images aren’t quite in sync.