La sentinelle

La sentinelle

How we made an impact in raising road safety awareness

Name: #PourCequirestent
Client: La Sentinelle - 5PLUS
Our Role: Full Campaign
Tags: Print, Video


The road casualty rate seems to follow an upward trend despite numerous awareness campaigns by the authorities and NGOs.


Development & Conceptualisation

An unexpected approach was needed to make the population more aware of the dangers of careless driving. Instead of showing the victims, we have turned our attention to those who are left behind: the victims’ families who are suffering.

Their inconsolable affliction is greatly emphasized by the chalk markings of the victims in all visuals; in other words, their suffering cannot be wiped out and will never be.