The campaign
Put a safety message at the points on the mountain road where drivers make the decision it is about.
A safety message is only useful where the behaviour occurs, and on the Taif ascent that is a handful of specific points rather than the whole road.
We split the message by format. The tunnel and bridge screens, which a driver reads in under two seconds at speed, carried one instruction and nothing else. The MUPI run in the city, read at walking pace, carried the reasoning — so the short form on the mountain had something behind it.
On site
The campaign in place
Taif
Use the arrows, the dots or the thumbnails to move through the campaign.
The execution
What we put on the street
Tunnel and bridge screens carried short single-instruction frames; the MUPI run in the city carried the longer explanation.
Where it ran
- Al Hada ascent — tunnel screens
- Al Hada — bridge screens
- Taif city centre — MUPI run
Campaign highlights
12
Screens
3
Formats
3
Weeks on air
More outdoor advertising
Filter the list to jump straight to a city, a format or a sector.
9 projects shown
Nothing matches that combination Try removing a filter, or clear them all to see every project again.
