In China someone is injured in a traffic accident every three minutes, and every ten minutes, someone dies as result of one. Pedestrians and drivers failing to acknowledge and obey traffic signs is key to these tragic statistics. Working with client Buick of Shanghai General Motors, MullenLowe China has created a road safety campaign to alert drivers about obeying traffic signs. MullenLowe contacted real accident victims and invited them to participate in our campaign by holding up traffic signs at the spots where their accidents actually happened. As part of an overall road safety campaign by Buick, a live event was also staged on World Traffic Safety Day (April 7). Nine accident victims posed as human traffic signs at accident-prone areas during peak hour traffic, going viral immediately. “Signs are there for a Reason. Obey the rules.” In Cannes 2014, the campaign was awarded a Gold, Silver and 2 Bronze Lions.

It was also the 2nd most awarded campaign of the Spikes Asia 2014 festival, winning 12 spikes across film, film craft, outdoor, print and print & poster craft and picked up Grand Prix at AdStar and the Great Wall Advertising Awards.