Dooring hits harder than you think
__
In 2018 alone, 74 Canadian cyclists lost their lives and 7,500 others were injured because of drivers opening their doors without looking properly. To prevent this, Audi introduced the Exit Warning System. A system that indicates vehicles or cyclists approaching from the rear when the door is opened.
Physics show it doesn’t take a cyclists lot of speed for their impact force to be multiplied. Hitting an inanimate object at a regular city-roaming speed becomes exponentially more dangerous with each km/h increment. In a series of prints ads, we’ve created visual representations of the impact forces at play in dooring accidents between a cyclist and an inanimate object at city-roaming speeds. The key takeaway for viewers will be that Audi is aware of the dangers of dooring and cares enough, as a brand, to provide a technology to make all roads safer.
Client : Audi Canada
Agency : TAXI
Chief creative officers: Alexis Bronstorph, Kelsey Horne
Creative Director : George Giampuranis
Creative Director : George Giampuranis
Art Director : Nicolas Baillargeon
Copywriter : Vincent LeBlanc
Illustrator: Chase Stone
Retouching: Nicolas Baillargeon
Client Services : Philip Harmeling,
V.P. Head of Planning: Rafik Belmesk
Producer : Émilie Trudeau
