smart has made it their mission to find new solutions for urban problems. Instead of only claiming this, we wanted to prove it in real life.
Nobody likes to wait – that makes traffic lights the most dangerous spots for pedestrians in the city. So we developed a traffic light where people love to wait: with a dancing red traffic light man. In a dance box passersby could chose from a music genre and slip into the role of the red man. Their movements where brought to the traffic light in realtime via kinect technology.
The dancing traffic light immediately became an attraction in Lisbon. The online film reached over 9 million views and ranked number 2 in the German viral video charts 2014 with over 250.000 shares. Worldwide press coverage including 20 TV channels and a total of 440 million media impressions. It became part of the official Google review 2014 „Year in Search“. We got requests from 5 cities to implement the idea. But most importantly: 81% more people than before waited at the red light.
Verantwortlich bei Daimler AG, smart/MM:
Head of Marketing Communications & Brand Management: Michael Schaller
Relationship Marketing & Online Communication: Markus Zeller
Online Communication: Tanja Schroter
Verantwortlich bei BBDO Germany:
Chief Creative Officer: Wolfgang Schneider
Creative Managing Director: Jan Harbeck
Creative Directors: Lukas Liske, Daniel Schweinzer
Copywriter/Art Director: Lukas Liske, Daniel Schweinzer
Account Management: Jens Fauth, Anne Hohmann, Mike Kannowski
TV-Department: Alexander Geier
Produktion:
Director : Marten Persiel
Production Company : BigFish Filmproduktion GmbH in Co-Production with Minivegas
DOP : Nikolai von Graevenitz
Production Design & Interactive Director : Minivegas
Editor : Thomas Appel & Nina Chmielewski
Executive Producer : Jule Everts
Producer : Sebastian Cordes
Postproduction Supervisor : Helge Wallrodt
Audio Production House: audioforce (Berlin)
Band: Goldfellas
Title: Born to dance
Lyrics: Lukas Liske
Publisher: audioforce
Post time: Dec-27-2016