Now This Is a Surprising Way to Save a Parking Spot
Russian Campaign Leverages Smart Tech to Reserve Spaces for Disabled Drivers
Description
Y&R Moscow was behind this compelling social experiment designed to make drivers more mindful about stealing parking spaces intended for the disabled. For client Dislife, an organization serving those with physical disabilities, the agency came up with a clever tech-driven out of home idea that transformed the disabled symbol into a real human being.
The agency created a system whereby hidden cameras installed next to disabled parking spots in popular public spaces would recognize when non-disabled drivers were attempting to move into that space. If the cameras didn't see a disabled sticker on the vehicle, it would trigger a holographic image of a real disabled person to appear before the car and ask the impolite driver to move on and find a different spot.
The stunt was turned into a video that got the country talking, and ultimately, non-disabled drivers refrained from parking in those spots for its duration.
"Parking signs mean nothing for many drivers in Russia," said Dislife Founder Yuri Kovalev in a statement. "They prefer to forget about the people 'behind them.' That is what we are fighting with in this project."
Credits
- Date
- May 27, 2015
- Brand :
- Dislife
- Client :
- Dislife
- Agency :
- Young & Rubicam-Moscow
- Founder :
- Yuri Kovalev
- Chief Creative Officer :
- Luis Tauffer
- Chief Creative Officer :
- Marco Cremona
- Associate Creative Director :
- Federico Fanti
- Central and Eastern Europe Chief Creative Officer :
- Jaime Mandelbaum
- Art Director :
- Artem Goncharov
- Copywriter :
- Nikita Bocharov
- Head of Design :
- Oleg Sazhin
- Designer :
- Polina Zabrodskaya
- Head of TV :
- Alex Al-Nashi
- Effects :
- Simpatika Studio
- Production Company :
- Ad Service
- Art Director :
- Alexander Perminov
- Film Editor :
- Ilya Malov
- Producer :
- Yana Seredenko
- Sound Engineer :
- Valentin Borisevich
- Computer Graphics :
- Michael Ovsiannikov
- Computer Graphics :
- Egor Kasatsky
- Computer Graphics :
- Oleg Maximov
- Art Director :
- Vit Sheitnev
- Producer :
- Andrey Morozov
- Operator :
- Anton Sidorov
- Sound Engineer :
- Gevorg Emin
Need a credit fix? Contact the Creativity Editors