Seatbelt Ribbon


Designed by Robert Boyle at BBDO

Client Director: David Power

ECD/Copywriter: Shane O'Brien

CD/Art Director: Robert Boyle

3D Illustrator: Leandro Peres

Digital Producer: Georgia Stevenson

Digital Editor: Eoghan Reidy

Agency Producer: Andrew Counihan

Account Manager: Daniel Harnett

Categories: Print / Moving Image / Social Media / Screen

Industry: Civic

Tags: Poster / Illustration / Digital / Art direction / Campaign / Advertising / Craft / Print / Not for Profit / PSA / 3d / Social change / Ireland

The aim of this project was to starkly draw attention to the shocking proportion of road deaths that are caused by lack of seatbelt wearing, in a serene and respectful way. To achieve this we used the iconography of cancer and AIDS awareness ribbons as shorthand for the seriousness of the problem while using the seatbelt material for an instant get. The copy urges us to ‘Never Forget’. Either those who have lost their lives or to wear a seatbelt.

The ribbon was rendered in 3D and was published across print and digital media, nationwide. In digital display and digital outdoor media, the image was enhanced with subtle movement of the shadow texturing to draw the eye, whilst still maintaining the serene respectfulness towards the subject matter.