This Road Traffic Safety Campaign Tricks Drivers with a Mini Scooter

By: Alexander Lam - Published: Jul 25, 2013 • References: mooz.lv and creativecriminals
In an effort to encourage drivers to look out for mopeds and scooters when on the road, the Road Traffic Safety Department in Latvia launched a campaign using miniature scooters. Small toy mopeds were placed on the ground at a gas station. As people and cars passed by, they occasionally crushed it or knocked it over. An accompanying tag-line that read "Scooter: small and vulnerable" was painted next to the toy.

Ad agency !Mooz designed and executed the campaign at a Statoil gas station. By placing a small scooter on the ground where people may not notice it, !Mooz is driving home the fact that drivers should be vigilant at all times. Even if people passing the installation manage to avoid the scooter, the message still gets across.