Challenge
Despite the laws and signs, 42.6% of drivers in the US, admit to texting while driving.
Which makes that every 7.5 minutes, someone is hit by a car.
IDEA
Turn an emoji into a unique road sign to put driver’s eyes back on the road.
HOW
The pop-up effect was achieved through perspective that took into account the POV of the driver and the distance from the driver to the crosswalk.
To simulate a realistic height, the length of the sticker ended up being 60 feet.
Allstate, as an insurance company, also took into consideration the material, so that it would be safe for drivers:
skid free and resistant to rain and impact.
