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3M's Road Awareness Campaign Makes School Zones Safer Around the World

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Documentary filmmaker Lorenzo De Guia, McCann and Craft capture real crosswalk footage to share stores of roadside accidents in school age children

3M's Road Awareness Campaign Makes School Zones Safer Around the World

3M brings visibility to an issue that is too often left in the dark. The company recently launched Project School Zone Safety, a company initiative aimed to raise global awareness of the road dangers children face travelling to and from school. According to Safe Kids Worldwide, 500 school-age children die in roadside accidents every day. To help address this issue, 3M is sharing the stories of those most impacted through compelling video footage and real-life testimonies. 

Starting with 100 schools around the world, Project School Zone Safety is implementing science-driven innovations to make road improvements to help protect the lives of children. While 3M implements on-the-ground changes, the media campaign will showcase real stories, from real people, in these communities, touching on the positive impact that these solutions have made in their lives. 3M captured footage and testimonies on location from students, families, and educational administrators, including Mexico, India, and St. Paul, Minnesota.  

The production team brought on documentary filmmaker Lorenzo De Guia who also worked with 3M engineers on premises to oversee the process. The team used drones, 360 cameras, and Steadicams to capture real footage of crosswalks being installed in multiple cities. Special 3M materials were implemented to reflect light and increase visibility on the road. The crew took note of the effect the crosswalks had, which created an immediate sense of order in otherwise chaotic intersections.

The dedication of their employees and culture at 3M also served as inspiration for the creative campaign. It was important to show the humility of the people behind the innovations, the passion that goes into every 3M project, and the company-wide pursuit to create solutions that make lives better.

The campaign will run globally across the US, Brazil, Mexico, India, Japan, and South Korea.

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McCann

EVP Global Executive Creative Director: Caprice Yu

EVP Director of Brand Content: Dave Moore

SVP Group Creative Director: Chad Baker

SVP Group Creative Director: Ryan Paulson

Associate Creative Director: Eric Aragon

Associate Creative Director: Jack Deligter

Chief Strategy Officer: Erica Yahr

SVP Group Strategy Director: Laura Frank

VP Strategy Director: Emily Brown

Strategist: Emily Castellano

SVP Executive Music Producer: Eric Johnson

Music Producer: Colleen Dahlstrom

SVP Executive Integrated Producer: Kathy Love

SVP Executive Account Director: Amber Greenwalt

VP Account Director: Alba Berdala

Account Supervisor: Emily Charlton

Assistant Account Executive: Katherine Zhang

3M

SVP, Chief Brand and Design Officer: Brian Rice

Global Brand Director: Yemisi Emiola

Sr. Global Brand Strategy Manager: Kristine Frost

Global Brand Marketing Manager: Cindy Ridge

Sr. Global Brand Program Manager: Caitie Beisswenger

Sr. Global Brand Specialist: Betsy Kennedy

Global Brand Project Manager: Stephanie Dodd

Production Company

Production: Craft

Head of Content: Adam D. Hirsch

Senior Producer: Zoe Katz Greene

Producer: Kathy Hofmann

Directors of Photography: Reuben Steinberg, Karina Silva

Post Production

Post Production: Craft

Editors: Ilya Katsap, Max Sitnikov

Senior Producer: Liz Snyder

Junior Producer/Assistant Editor: Hayley Danke

Audio Producer: Bianca Muccia

Assistant Editor: Sara May, Paul DeCarlo

Audio Engineers: Gerard McConville, Nick MacDonald

Colourist: Devin Altobello

Graphics: Ian Lamont-Havers, Rebekah Piaquadio, Matt Flamm

Categories: Office, Home

McCann North America, Thu, 31 Mar 2022 08:03:06 GMT