The making of an ad: on set of Direct Line's 'Smart Crossing' campaign

We were on location with Direct Line and Saatchi & Saatchi discussing their latest campaign to reduce traffic and pedestrian accidents through innovative technology.

Direct Line has unveiled three 20-second films highlighting how the "smart crossing" can react to common accidents at pedestrian crossings, such as lack of visibility and attention.

The campaign forms Direct Line's second initiative in a series of projects to help fix problems in the real word, following on from Fleetlights last year.

Saatchi & Saatchi creative directors, William John and Franki Goodwin discussed how it was a hugely collaborative project with one aim, to reduce the number of accidents at these crossings. John commented how "7,000 road incidents take place at crossings every year" and that "a smarter solution would be a smarter crossing". 

The "smart crossing" is responsive and reacts by having the ability to widen, narrow, appear and dissapear. The technology was developed in partnership with urban designers, Umbrellium. 

Umbrellium's founding partner, Usman Haque, explained how the technology is ready to be deployed, however "how it best integrates with the city is what needs to be worked out next".

Direct Line's innovation marketing manager, Rachael Lynch, stated that the insurance company "has an understanding of modern day problems and the challenegs that people face and this is what we try to fix".

Furthermore, Direct Line Group's marketing director, Mark Evans, explained how this campaign follows the brand's understanding of how "insurance is going to become about prevention". 

The campaign will see a longer film released in cinemas this month.

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