| Title | Bone VS Steel |
| Agency | LG2 |
| Campaign | Bone VS Steel |
| Advertiser | Société de l'assurance automobile du Québec (SAAQ) |
| Brand | SAAQ |
| Date of First Broadcast/Publication | 2018 / 11 |
| Business Sector | Institutional/Public Interest/Non-Profit Org. |
| Story | Pedestrians were captivated by a digital billboard showing them an X-ray of their own body. They waved their hands and danced. Then the image showed an X-ray car smashing into their body. The idea was to show people that their bones have no chance against the steel of a car. So why do so many people take risks when crossing the street? |
| Philosophy | October is the worst month for accidents involving pedestrians, so the SAAQ teamed up with lg2 to remind people how important it is to cross at intersections. Combining human body recognition technology and live animation, an interactive stunt was set up in a bus shelter in downtown Montreal to show how much damage a car can do to pedestrians. For more thought-provoking creative projects, visit lg2.com. |
| Media Type | Outdoor/Out of Home |
| Length | |
| Vice President | Luc Du Sault |
| Creative Director | Luc Du Sault |
| Creative | Nicolas Boisvert |
| Creative | Camille Gagnon |
| Account Service | Alexandra Laverdière |
| Account Service | Camille Savard |
| D I R E C T O R | Olivier Labonté Lemoyne |
| Production House | BLVD |
| Production | BLVD |
| Sound Studio / Engineering | Olivier Rivard |
| Media Agency | Touché! |
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