Fundación MAPFRE has a goal to eliminate fatal and serious traffic crashes worldwide. Turning its attention to Boston, the Madrid-based nonprofit needed a creative way to engage a public that had largely become immune to the litany of safe driving messages.
Idea + Solution
Rather than just preaching yet another safety message, we developed an immersive experience. Our multi-level, interactive event used a blend of the real world and virtual environments to teach people to be more aware of their own surroundings and better understand how others experience the road.
Creative Strategy & Development
To safely share the road, we need to share each other's perspectives.
Working closely with the Boston Transportation Department and Mayor's Office, we took over City Hall Plaza.
Chief Rep. of Fundación MAPFRE in the U.S.
“When we learned we had the same vision [as the city of Boston], we realized that we have to do something, together. And you can see the results of the event. It has been very, very successful.”