Advertising & Design Strategy, Branding & Identity, Illustration, Motion Design
Runner's Up in the Re:Act initiative by Hard Edge.
Among young drivers, distraction is one of the most common — yet most avoidable — causes of accidents on the road. Though audiences are generally aware of the dangers of distracted driving, more obscure distractions such as eating and daydreaming are less well-known.
To design a holistic road safety campaign which targets drivers, cyclists, and pedestrians, and uses positive reinforcement to raise awareness around the various forms of distraction on the road and incite behavioural change.
The Distractors are a team of five characters, each representing a common road distraction. Their annoying yet playful characteristics cheekily engage audiences, reminding them to remain focused on the road.
The campaign identity needed to embody the playful personalities of the characters, and the youthful illustration style.
With unique personalities, The Distractors were brought to life with animation, enhancing engagement with the characters themselves.
Together, The Distractors warn against road distraction in general, promoting a simple yet potentially life-saving message.
Individually, the characters target specific road users in specific contexts, warning against a single form of distraction.