No one likes to wait at the red light. It’s boring to stare at the red hand or a motionless red figure for minutes at a time. Pedestrians would rather subvert it, run over a crossing and expose themselves to an easily avoidable danger.
Smart, mini electric cars manufacturer, decided to change the context around the street crossing experience. To make crossing the street more fun – and safer – Smart came up with an endearing dancing red light figure.
As a result, people started paying attention, motionless, which is exactly the point of the red light. The solution was simple, human, and smart, true to the company’s name.
This activation is part of Smart’s new campaign, #WhatAreYouFor, featuring all sorts of urban joy ideas aimed at making “life in the city, easier, brighter and more carefree.”
Would this make you stop, look & listen?
Check it out.