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ProjectsFundación Mapfre

Tips to save pedestrians from a scare

Fundación Mapfre wanted to give pedestrians tips for avoiding scares and incidents in the street. We told them in an animated video with an easy-to-recognise lead character.

PedestrianMotion graphics and 2D animation

Sound familiar?

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

  1. You want to talk about safety without the video turning into a list of prohibitions.
  2. Your audience doesn’t drive: they walk, scoot or cycle, and they have to see themselves in the scene.
  3. There are several tips, and each one has to stick in the viewer’s head.
  4. You need a lead character people grow fond of, not a traffic sign.

That’s where Fundación Mapfre came in.

Pedestrians can protect themselves too

The piece’s slogan is direct: stay alert, learn to be a pedestrian. It offers several tips for avoiding scares and incidents on public roads.

The underlying idea is that those of us on foot can protect ourselves too, by adopting a responsible attitude. We tell it on a street anyone recognises: a zebra crossing, a bike, a skateboard, a lorry.

How we told it

Flat illustration on a purple grid floor, with a lead character in a yellow hat and lilac puffer jacket.

  1. Still from the video: overhead view of a street with a zebra crossing, a pedestrian in a yellow hat crossing in front of a green car, a woman with a dog and a girl on a skateboard
    01

    The street, seen from above

    A high shot with the grid floor sets the scene and its characters in one go: the pedestrian, the car, the skateboard, a woman with her dog.

  2. Still from the video: the pedestrian in the yellow hat, looking startled, steps back as a girl on a skateboard passes by, with speed lines
    02

    The scare, up close

    When a skateboard passes very close, the camera moves in and tilts, and a few lines mark the speed.

  3. Still from the video: the pedestrian, arms open and looking surprised, between a white lorry and a grey cloud of smoke
    03

    The surroundings count too

    A white lorry fills half the frame and a grey cloud crosses the road. The background shifts from purple to cream and pink tones.

  4. Still from the video: the pedestrian walks along the pavement with video-tape interference lines and the caption “REW” at top left
    04REW

    Rewind to look again

    A “REW” caption and the streaks of an old tape make the scene rewind. It’s a device everyone recognises.

Project details

Client
Fundación Mapfre
Agency
Moonbook
Project
Pedestrian
Format
2D animated video
Production
Isla Studio

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