Ad of the Day: Škoda teams up with Tour de France for road safety campaign
‘Roads for All’ is a car playmat redesigned to help children learn how bikes and cars can share the road.
As the Tour de France continues to meander around France, one of its sponsors, Škoda, has put together an innovative campaign to educate tomorrow’s road users about how cyclists and motorists can share the road.
Cycling is becoming more popular in France, but accidents are also on the rise, with 3,000 reported in 2022, according to the National Interministerial Road Safety Observatory.
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With this in mind, Track DDB Paris was commissioned by Škoda to create a campaign film that introduces the idea of the importance of road sharing before revealing the ‘Roads for All’ game box, developed in partnership with the French Cycling Federation.
The game box comprises a playmat and accompanying book, reminding families about positive road behaviors. On the playmat, cycle lanes are delineated and children are provided with one car and one bicycle.
Some 400 copies have been created, distributed through the Škoda website, with further sets available through Škoda dealers across France.
Credits
Track DDB Paris
Advertiser managers: Antoine Weil, Rodolphe Chevalier, Ludovic Bouisset, Céline Hahn, Marc Salaud
Agency managers: Vincent Léorat, Coralie Bouillier, Adèle Hrabina, Marine Dassonville Basset
Chief creative officer: Alexander Kalchev.
Creative directors: Benjamin Dessagne and Stéphane Santana
Copywriter: Leopold Cartier
Art director: Kevin Audric
Social media manager: Benjamin Chambe
Community manager: Emma Montagnac
Customer experience consulting director: Paul Johannet
CRM experts: Brice Pichard, Jean-Michel Martin
Digital project manager: Guillaume Rodriguez
Mat production: TMS France
General manager: Caroline Radat
Account director: Raphaël Rodriguez
Media agency: Remind PHD
Media managers: Olivia Deschamps, Martin Briand, Jules Oster
Campaign production assets: Maul Productions
Track DDB production director: Chloé Travaillard
Maul production director: Alexandre Ardeois
Sound production: Studio 5