Pavement Patty

September 2011
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Marking the back to school term, Preventable together with BCAA Traffic Safety Foundation and the District of West Vancouver have launched an optical illusion geared to making drivers slow down at high-risk intersections.

The optical illusion of an illustrated girl chasing a ball has been placed on the road northbound at 22nd street in West Vancouver. There are signs leading up to it saying "you're probably not expecting kids to run out on the road" to prepare drivers. The installation is meant to draw attention to the risk of children running into the street and was carefully tested before being put in place. It is in place for a few days only and is being monitored as a pilot to ensure pedestrian and driver safety are not risked. The illusion rises up gradually from about 100 feet away as not to surprise drivers, and it fades away by the time a driver approaches.

Advertising Agency: Wasserman + Partners, Vancouver, Canada
Creative Director: Liam Greenlaw
Copywriter: Allen Forbes
Art Directors: Dave Harrison, Graeme Jack
Production: Heidi Nucklaus
Execution / Interactivity: The Media Merchants
Technical Director: Anthony Diehl
Technicians: Bobby Rou, Jordan Ciurcovich
Project Management: Tim Pelz

Comments (9)

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MK-tessa's picture
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The next time I see a kid in the road I am just going to assume its a painting and keep on driving. Just kidding! good work!