Results and Effectiveness

A powerful video that went viral on the internet attracting more than 50,000 clicks and shares during first week clicks and shares. Rich discussion around the topic of avoiding traffic accidents and obeying traffic signs. Buick's road safety program was covered by CCTV, China's national TV channel advocating drivers and pedestrians on the issue, worth unpaid media up to RMB 1,000,000 Traffic accidents reduced by 50% during the 5 day program.

Creative Execution

Buick kicks off World Traffic Safety Day 7 April with this program. We invited 9 victims of traffic accidents to pose as human traffic signs in accident-prone areas during peak hour traffic. This served as a stark reminder for the many pedestrians and drivers that the signs are there for a reason. Rules must be obeyed because it is a matter of life or death. The commercial was broadcast on TV and The Human Traffic Signs video turned viral.

Insights, Strategy and the Idea

Background: This campaign is part of the road safety program run by Buick, a General Motors brand. Being a leading car manufacturer, Buick aims at communicating to all drivers in China about road safety. The issue: Buick realizes that every 3 minutes in China, someone is injured from a traffic accident. Every 10 minutes, someone dies from one. Over half could have been avoided, if drivers just followed traffic signs. Target: All drivers, whether they drive a Buick or not and pedestrians. The Insight: Even though there are traffic signs warning drivers and pedestrians about the rules to ensure safety, they are always ignored by pedestrians and drivers alike. The Idea: Human traffic signs.