There's a new Cold War happening out there on the roads. This time it's between pedestrians and drivers. People are aimlessly walking around on side walks and crossing streets with their faces in their phones. Drivers, on the other hand are in a bigger hurry than ever, they have no interest in waiting for pedestrians to cross the street whether they have the right-of-way or not. It's a real mess with real consequences. The California Office of Traffic Safety ask Glass Agency for help in raising awareness of pedestrian safety without pointing the finger at one party or the other. They needed a strong message that talked to both pedestrians and drivers equally.
Our answer to this difficult problem was to remind both parties that this is an unfair fight. Right-of-way or not, who is at fault doesn't matter, if a car and a pedestrian go head to head, someone dies. Pedestrians Don't Have Armor is a campaign that outfits a regular looking vulnerable pedestrian, with a clumsy suit or armor from, what looks like an old car. Obviously, still unprotected from anything bigger than unicycle, our unassuming hero makes people think twice out there on the roads. Even with a suit of armor, pedestrians don't stand a chance against any vehicle.
The results are in the creation of the ads themselves. A tiny little budget from a conservative client could have easily gone unnoticed with a few brochures and finger wagging messages. Instead the director at The Office of Traffic Safety saw the potential in doing something out of the box. From this moment, a suit designer build an amazing professional suit for a fraction of his costs, and everyone involved work harder and longer for very little compensation because they, not only believed in the message, they wanted to be a part of this incredible piece of communication.