The Crossing Fence
PSA/Charity Advertising - Single
lg2, Quebec, QC
Creative Director: Luc Du Sault Writer: Luc Du Sault Art Director: Jean Lafrenière Strategy: Alexandra Laverdière, Christine Larouche Account Director: Alexandra Laverdière Account Manager: Camille Savard Agency Producer: Isabelle Fonta Director: Olivier Labonté-Lemoyne Industrial Designer: Raphaël Hernandez Producer: Geneviève Sylvestre, Jason Breton-Laurent Allaire Director of technology: Nicolas Dubé-Pauzé Sound Designer: Sylvain Roux Media Agency: Touché!
Quebec is an unusual place where drivers do not stop at crosswalks where people are waiting to cross. This issue has unfortunately resulted in over 200 injuries across the province, in the past few years alone. To address this situation, the Société de l'assurance automobile du Québec (SAAQ) has innovatively transformed a few crosswalks into pop-up barricades, or ‘crossing fences’ to get drivers to stop and realize that crosswalks are there to protect pedestrians.