UAE is reputed for its fast driving style, grand design highways and speed cars aficionados. Is there a solution to safely integrate pedestrians in the need for speed equation? Honda is a brand with a human-centric vision. Recently, the brand launched a new feature to its models, to help pedestrians understand if the driver’s intent is to stop or not at the crossroad. A new device linked to the car’s braking system was installed in the front of the vehicle. When the drivers steps on the brakes, the Green Light turns on in the front of the car, not only in the rear. When pedestrians see it, they know it’s safe to cross the street. When they don’t, it’s better to wait. “The Green Light” is the first car system created with pedestrians at core, Honda proving once more that is a new generation, people centric, kindful brand. The idea has a smart business approach as well, since the system is an ad on and can be installed on any kind of vehicle, regardless the model.
The idea won a shortlist in Cannes Lions in 2017. The team behind it – Y & R Dubai.
Executive Creative Director: Kalpesh Patankar
Copywriter: Elisa Binda
Freelancer Copywriter: Zaheen Hussain
Art Director: Fabio Tridenti
Designer: Fabio Tridenti