A hard-hitting campaign for those who haven't yet hit the big time

  • Corporate
  • Activation / Campaign

A powerful awareness campaign for VINCI Autoroutes

Situation & challenge

Awakening consciences

With an average of one accident per week on the VINCI Autoroutes network, the question is no longer “why” but “when”: will drivers realize the seriousness of the situation?


Adding to this urgency, the safety corridor rule for avoiding tragedies is often neglected.


We have therefore decided to relaunch “When will you crash?”, an awareness-raising campaign backed up by a 360° campaign: Film, Print and Social Media.


Striking minds

The strategy is based on the urgent need to bring about a change in behavior, particularly among freeway users, by highlighting the safety corridor rule:

“I slow down and change lanes”.


The approach is multi-channel, exploiting both the emotional potential of a short film, the visual impact of the Print that accompanies the display of accident vans on the VINCI Autoroutes network, and the virality of social networks.


Everything is designed to be as powerful as the message itself: drivers need to be aware and take action before it’s too late.

Creative idea

Create shock to avoid a crash

This is where the short film comes in, plunging the viewer into the heart of an avoidable tragedy. A progressive shot begins with a telephone with a touching message on the answering machine. As the camera slowly pulls back, it becomes clear that this
as the camera slowly pulls back, it becomes clear that this one is in a crashed van, the atmosphere suddenly shifting from warm to tragic, a hard-hitting prevention message is revealed:


“When are you going to crash? When approaching an intervention vehicle, I respect the safety corridor. I slow down. I change lanes.”


On Instagram, carefully crafted posts mix poignant testimonials from Men in Yellow with practical advice for safer driving. All this coincides with a roadshow, run by VINCI Autoroutes, featuring crashed vans, providing undeniable visual testimony.

Short film

Social media

Billboard campaign

You should think bigger