Volvo Taps Into The Psyche Of Drivers To Promote Road Safety
Staying safe while driving doesn’t just entail adhering to the rules of the road. It’s not just about staying in your lane, using your blinkers, and checking your mirrors. Volvo believes it’s also an internal mantra and that the state of a driver’s mental being can affect the welfare of those on the road.
In a series of out-of-home billboards splashed across London’s Piccadilly Circus, the automotive company is asking the public to participate in the conversation surrounding mental health and driving in a campaign titled Safety in Mind. The advertisements start with a question: “Does how you feel affect how you drive?”
After this, a series of other thought-provoking sentiments are broadcast over aural color illustrations that are meant to be a mental representation of different types of accidents.
In one, people are asked if sadness is a blind spot as the colors converge in the center to form a blackened middle. In another, the audience is forced to wonder if heartbreak can affect braking distance as a red hue somberly ebbs through the screen.
Volvo also points out that it is not just melancholy feelings that can distract us. Overwhelming sensations of joy and excitement, too, can have us spinning out or becoming a hazard on the roads. The public is treated to the hues spiraling out and bursting onto the screen to represent the lack of control immense feelings of happiness can sometimes cause.
The integrated marketing agency Media.Work did up the gradient designs alongside digital designs and communications company AKQA.
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[via LBB Online and Media.Work, images via Media.Work]
