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Creative in association withGear Seven
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3M's Road Awareness Campaign Makes School Zones Safer Around the World

31/03/2022
Advertising Agency
New York, USA
178
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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 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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