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MullenLowe Group France Challenges Young People to Keep Focus Whilst Driving

Launched with the Association Prévention Routière, the campaign encourages young people to stop using phones whilst driving with popular image filters

MullenLowe Group France Challenges Young People to Keep Focus Whilst Driving

The Association Prévention Routière has launched a campaign to remind 18 to 35-year-olds of the risks of using their mobiles while driving.

The print campaign, by MullenLowe Group France, has hijacked three filters that young people use on social networks – a flower crown, dog ears and a butterfly crown – which usually appear above the user’s head, and placed them in front of the eyes. Using the filters in this way signifies the distraction a phone can cause while driving, and the way a phone can obscure the view of the road and become a real danger. 

The campaign went live on the road safety association’s social networks, Facebook, Twitter and Instagram. From November, the visuals will be used by the 96 departmental committees of the Association throughout their events.

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Agency: MullenLowe Group France

Client: Prévention routière

Title of the campaign: Focus on the road

Air date: From the 13th of October

Creative Directors: Antoine Colin et Jordan Lemarchand

Copy writers: Antoine Colin - Jordan Lemarchand

Art Director: Lucas Skornicki

Photograph: Hervé Plumet

Agency manager: Sophie Dauphin, Philippe Adenot

Production manager: Marie Abboud

Post production: Sparklink / La Manufacture

Genre: People