2016-2017戛纳狮 - 促销类 - A13组 入围奖 在西班牙，随着公用自行车使用的增多，因骑自行车发生车祸意外的几率也不停增长， 2016年一年就有58人在骑自行车中遇难，652人受伤。 58 SOUL RIDERS DGT/MINISTRY OF INTERIOR (SPAIN) | MRM//McCANN SPAIN | 2017Promo And Activation - A13 Public Sector Synopsis In Spain, there is still no culture of respect for bicycles and cyclists.The arrival of public bicycle rental services has increased the number of daily cyclists to 3.8 million. This has led to a dramatic increase in accidents. In the last year, 58 cyclists died and 652 were seriously injured.   Relevancy We created riderless bikes that surprise and concern our audience, creating a strong emotional reaction and redirecting them to the website of the campaign, where they can participate in the initiative by adding and sharing accident hotspots in a collaborative map.Making bicycles self-driven was possible because of the data extracted from GPS devices of the victims. We used all this data, (speed, direction, heart rate…) to recreate cyclist victim’s last ride.   Strategy Last year, 650 cyclists were seriously injured and 58 died on Spanish roads.We have noticed that although half of Spaniards use a bicycle frequently, and 1 in 10 does daily, there is no social harmony for coexistence between public roads users.The challenge was to surprise a population used to our client's communications, which appealed to fear and the violent, negative consequences of accidents. Spaniards had been desensitized to this type of campaign, so we decided to take the campaign to the place where accidents happen: the streets.Communication target: Public roads usersStrategic target: Motor vehicles and/or bicycles users.We used two public organizations to spread the message.-DGT: Traffic regulator organization that acts as generator and amplifier of the awareness messages.-The Ministry of Interio