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A bone-rattling interactive campaign for road safety

This innovative campaign to promote road safety in Quebec takes the concept of surprise-and-delight and mixes it with a bit of morbid shock therapy.

The bus shelter features a body-tracking device and LED screen, inviting passersby to dance and pose as a skeleton. It all seems like a bit of fun until a car comes through and collects the skeleton, complete with sound effects and all. The immersive effect of controlling the on-screen character by moving your own body is quite powerful, so unsurprisingly participants are quite shocked when their on-screen counterpart is hit out-of-the-blue by a car.

The campaign aims to encourage pedestrians to cross at intersections, instead of hopping through traffic as they make they way about town. 

Agency: LG2