SMART
CROSSING
7,000 accidents happen on the UK’s pedestrian crossings them every year. It was time for a reinvention. What if a zebra could change it’s stripes to prevent accidents happenings? We tested that theory with Umbrellium & NTRL, building a prototype crossing. Computer vision watched the road, spotting dangers and responding in real-time, using a uniquely designed visual language on an interactive road surface. To prove it worked, we turned real use cases into a targetted digital campaign.
Watch the innovation story ︎︎︎
RESULTS
The crossing found its way onto BBC Breakfast (a career higlight!) The innovation story generated millions of impressions and earned media.
Direct Line shifted public expectation of what the insurance brand experience should be. The crossing even won a World Smart City Award. Today the tech is being trialled and evolved for use in UK cities.
Watch as the crossing protects a teenager after their ball strays into the road ︎︎︎
Creative Directors: Franki Goodwin & Will John
Senior Creatives: Will Millner & Me
Design Director: Nathan Crawley
Technology by Umbrellium