While purpose work took more of a back seat to big brand advertising at this year’s Cannes Lions, there were still plenty of top-notch cause campaigns recognized. Among them was “Driving While Black,” the 2023 campaign from Goodby Silverstein & Partners that featured a brilliantly designed concept car that could protect Black drivers during routine traffic stops.

The work won a Silver Lion in Digital Craft and a Bronze Lion in Film. During the festival, Ad Age sat down with three of the creators behind the piece—Rony Castor, Anthony O’Neill and Ben Burgoyne—to discuss its creation. (Castor and O’Neill have since left GS&P for BarkleyOKRP and Golin, respectively.)

The project was created for the Courageous Conversation Global Foundation. In the video above, Castor, O’Neill and Burgoyne discuss the origins of the idea, the process of crafting the vehicle, and how projects like these might—over time—help improve one grim statistic in particular: that Black people in the U.S. are three times more likely than the general population to be killed during an encounter with the police.

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