AXA Mobile Safety Project

Our job was to create awareness for AXA's global mission, "Born to Protect".

We decided to focus on an urgent issue: Singaporeans and their love for walking distracted with their mobile phones. Through an interactive, out-of-home installation located at the heart of Orchard Rd, we highlighted the perils of being a phone zombie.

Using a combination of motion technology and artificial intelligence, our real-time animations mirrored pedestrian's movements and projected them in various hazardous scenarios. The interaction gave people the illusion they were in control, but they'd quickly realise the hazards were unavoidable if you are constantly on your mobile phone. 

The technology was supported by good old fashioned posters placed on the opposite side of the walkway, and on the ground to encourage people to look up from their phones as they walked. 

The Interactive Walkway

The interactive walkway featured screens that mirror people walking past.

THE ANIMATION 

These were the real-time animation featured on the screens. The clips were activated when someone walked past. The blue man would mirror the person's movement to a certain point, giving them the illusion of control. It would then play itself out to drive home the message that it's dangerous to walk while looking at your mobile phone. 

The Other Side 

Opposite the interactive wall was massive illustrations depicting the trouble you might get into as a phone zombie.

Social 

Supporting this campaign was SGAG who got Singaporeans riled up about phone zombies.

Public Support

We hit an emotional chord with Singaporeans, who shared the message on social media.