FCB Zurich brings eyes to the street

The aim of the campaign is to ensure less distraction and greater safety on Swiss roads. The topic is more topical than ever: distracted driving is now one of the most common causes of accidents in Switzerland. But instead of pointing a finger, the Zurich agency uses two likeable characters. The pair of eyes Lefty and Righty embody the campaign motto "Eyes on the road" in the truest sense of the word.

They have had enough of drivers making phone calls at the wheel, reading and writing text messages, searching for music from the playlist or even adjusting the navigation system while driving. That's why they are launching their very own movement to get their message across: Distracted driving is dangerous driving.

The three-year campaign comprises four TV commercials, five different print and poster motifs each, a website and Facebook page as well as the specially developed Drive Mode app for smartphones and other advertising materials. All measures pick up on the positive tone of the campaign without neglecting the urgency of the message. For example, the Drive Mode app playfully encourages users to deliberately not use their smartphone while driving. Those who do so collect safe kilometers and take part in a prize draw every week.

Responsible at SVV: Heinz Roth (Head of Prevention & Health Promotion), Petra Hieber (advocacy ag). Responsible at TCS: Jean-Marc Thévenaz (Head of Road Safety), Helmut Gierer (Communication & Campaign Manager). Responsible at FCB Zurich: Cornelia Harder (CEO), Dennis Lück (ECD), Flavio Meroni (Senior Art Director / Deputy ECD), Nemi Gajic (Text), Mateo Sacchetti (Text), Elgee Wee (CG Artist), Cinthia Stettler (Art Direction), Javier Santillan (Graphic Designer), Marie-Theres Ott (BGL), Karin Zanghellini (Consulting). Film production/CGI: Elephant Studios. Photography: Michel Jaussi. Sound Design: Sound studios Z.