The Punishing Signal
城市道路的噪音污染一直让孟买警局头疼，于是他们请来 FCBIndia Advertising LLP（孟买）和 FCB Global（纽约）一起解决这个问题。很快，他们发布了一项名为“The Punishing Signal”的活动。
他们使用特殊的分贝计连接到全市的交通信号灯上。当分贝超过危险的85分贝时，信号灯的计时器就会自动复位，迫使人们在信号灯前等待更长时间。这是为了 "惩罚 "那些司机的不耐烦，告诉他们，如果他们按更多次喇叭，他们将不得不等待更多的时间。
孟买警方表示："按喇叭是不好的习惯，也是交通不守规矩的行为。不幸的是，许多孟买人沉迷于肆意按喇叭。按喇叭会造成噪音污染，伤害耳膜，增加心率，造成交通混乱，造成压力。"
"不必要的按喇叭是一种威胁，每个人都认识到了，但却没有什么办法遏制。这个小实验是孟买警方为在孟买创造更好的道路纪律所做的众多尝试之一。希望能鼓励孟买人少按喇叭，创造一个无噪音、无压力的通勤环境。"
项目信息
品牌/广告主
Mumbai Police
营销机构
Creative Agency 创意代理商
FCBIndia Advertising LLP 孟买
参与者
奖项荣誉
2021
Cannes Lions
Brand Experience & Activation | Not-for-profit / Charity / Government
Bronze
2021
Cannes Lions
Health&Wellness | Non-profit / Foundation-led Education & Awareness
Silver
2021
Cannes Lions
Outdoor | Single-market Campaign
Bronze
2021
Cannes Lions
PR | Not-for-profit / Charity / Government
Silver
2021
Cannes Lions
Outdoor | Ambient Outdoor
Silver
2021
Cannes Lions
Outdoor | Social Behaviour
Bronze
2021
Cannes Lions
Health&Wellness | Non-profit / Foundation-led Education & Awareness
Gold
2021
Spikes Asia
Healthcare
Silver Spike
2021
Spikes Asia
Creative Strategy
Silver Spike
2021
Spikes Asia
Outdoor
Silver Spike
2020
D&AD Awards
Impact | Initiative/Not for Profits
Graphite Pencil
2020
D&AD Awards
Experiential | Public Environments
Yellow Pencil
2020
D&AD Awards
Media | Use of Press & Outdoor
Yellow Pencil
2020
D&AD Awards
PR | Low Budget Campaigns
Graphite Pencil
2020
The One Show
Health, Wellness & Pharma | Out of Home | Health & Wellness
Merit
2020
The One Show
Branded Entertainment | Experiential | Brand Installations
Merit
2020
The One Show
Out of Home | Experiential & Installations | Brand Installations
Merit
2020
The One Show
Creative Effectiveness | Creative Effectiveness | Non-Profit / Charity
Merit
2020
The One Show
Experiential & Immersive | Craft | Use of Sound
Merit
2020
The One Show
Interactive & Online | Digital Experiential | Interactive Digital Installations
Gold Pencil
2020
The One Show
Health, Wellness & Pharma | Direct Marketing
Merit
2020
The One Show
Experiential & Immersive | Events / Stunts / Competitions
Merit
2020
The One Show
Health, Wellness & Pharma | Public Relations
Bronze Pencil
2020
The One Show
Direct Marketing | Out of Home | Billboards & Transit
Gold Pencil
2020
The One Show
Creative Effectiveness | Single Country or Region | Non-Profit / Charity
Merit
2020
The One Show
Direct Marketing | Non-traditional & Guerrilla Marketing
Gold Pencil
2020
The One Show
Creative Use of Data | Creative Use of Data | Real-Time
Merit
2020
The One Show
Health, Wellness & Pharma | Experiential / Immersive / Events
Bronze Pencil
2020
The One Show
Experiential & Immersive | Responsive Environments
Merit
2020
The One Show
Social Media | Stunts & Activations
Bronze Pencil
2020
AD STARS
Interactive | Sectors | Not-for-profit/Charity/Government
Crystal
2020
AD STARS
Outdoor | Sectors | Not-for-profit / Charity/ Government
Silver
2020
AD STARS
Branded Viral Videos
Gold
2020
AD STARS
PR | Sectors | Not-for-profit / Charity/ Government
Gold
2020
AD STARS
Film | Sectors | Not-for-profit/Charity/ Government
Silver
2020
AD STARS
Diverse Insights
Silver
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