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ProjectsFundación Mapfre

3S Mobility, for pedestrians, cyclists and drivers

Fundación Mapfre shares the message that European Mobility Week wants to take to everyone who uses public roads: on foot, by bike, on a scooter or behind the wheel. We told it in an animated video.

Sustainable mobilityMotion graphics and 2D animation

Sound familiar?

If any of these lines sounds like you, this project is about you.

  1. Your message is for everyone who uses the street, and each of them sees it from a different place: on foot, on a bike, in a car.
  2. You’re talking about health and the environment, but you don’t want it to sound like a sermon.
  3. You have a concept with its own name, and it has to be seen on screen.
  4. You’re joining an initiative that isn’t only yours, and you want your voice to come through.

That’s where Fundación Mapfre came in.

A street for everyone

European Mobility Week began in 1999 and has had the backing of the European Commission since 2000. It wants society to think about what using the car in the city means for public health and the environment, and about what is gained from public transport, cycling and walking.

Fundación Mapfre backs 3S Mobility, safe, healthy and sustainable, and promotes road safety knowledge and education. It shared that message, and it had to reach the screen with all its protagonists: pedestrians, cyclists, scooter riders and drivers.

How we told it

Flat illustration in city blues and greens, with the red of the characters as a common thread.

  1. Still from the video: a cyclist in a blue helmet and yellow scarf rides past a give-way sign, with a pot of flowers on the rear rack
    01

    A protagonist you recognise at once

    A cyclist with a blue helmet, a yellow scarf and a flowerpot on her bike runs through several scenes. The message leans on a character you follow without effort.

  2. Still from the video: a woman driving a red car beside a pedestrian crossing, with cyclists around her
    02

    Everyone at the same crossing

    Car, bikes and a pedestrian crossing in the same image: sharing the street is seen in a single shot.

  3. Still from the video: close-up of the cyclist in profile, smiling, in a blue helmet and yellow scarf, in front of warm-coloured façades
    03

    A close-up to get nearer the character

    A tight shot of the cyclist smiling, with the city in pinks and oranges instead of blues. The colour changes with the scene.

  4. Still from the video: overhead view of the cyclist in a pink bike lane, her shadow cast across a zebra crossing
    04

    The bike lane, seen from above

    A top-down shot changes the point of view: the cyclist follows her pink lane and her shadow crosses a zebra crossing.

Project details

Client
Fundación Mapfre
Agency
Moonbook
Project
Sustainable mobility
Format
2D animated video
Year
2023
Production
Isla Studio

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