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焦点线
案例简介：背景 晚上开车。没有路灯，没有直线道路，没有交通。一种叫做 “高速公路催眠” 的现象的完美成分，它让你的注意力通过凝视白线一线又一线的单调重复而溜走。 科学家将这种恍惚状态下的驾驶比作 “睁着眼睛睡着了”，这也是昏昏欲睡的驾驶导致六中1起致命车祸的原因之一。 厄瓜多尔周围散布着无数黑暗的道路，交通部接受了为这一现象创造积极有效解决方案的挑战，这是1921年首次发现的。 描述创意 (投票40%) “焦点线” 是在现有的白色道路标记上随机绘制的彩色虚线。它们作为驾驶员的视觉刺激，打破了道路的催眠重复。 在人们无意中偏离车道或离开道路之前，他们会主动地让人们在精神上参与并集中精力。 在将 “焦点线” 推向世界之前，该原理由两个独立的道路安全机构进行了研究，并从客观和主观上证实了其对驾驶员的有益影响。 “焦点线” 的概念已经向世界开放，可以自由使用。根据每种类型的道路，公开共享有关如何实施 “重点路线” 的详细说明。 随着半自动汽车的兴起，“焦点线” 变得更加重要。这些车辆仅偶尔需要人类行动，从本质上减少了人们在认知上保持专注的需求，并使人们更容易入睡。 描述执行 (投票40%) “重点线” 的实施非常简单且具有成本效益，使所有大洲的国家都可以使用。此外，这种非技术创新使道路上的所有类型的人受益，无论他们是摩托车，汽车，公共汽车还是卡车的驾驶员。 “焦点线” 以不同的高对比度颜色和不同的间隔绘制，以免本身成为重复。使用这些不可预测的变量实现的 “焦点线” 总是使驾驶员在弹出的时间和地点感到惊讶。间隔变量根据特定道路的预期速度而变化，并且选择了在测试过程中产生最大效果的颜色。 2019年4月，在该国最繁忙的国家之一厄瓜多尔的E35高速公路上实施了第一条 “重点线”，这条道路长达70千米条。 列出结果 (投票20%) “焦点线” 的第70千米已经在厄瓜多尔的E35高速公路上实施，厄瓜多尔是该国最繁忙的高速公路之一。 86% 对他们的警觉性有明显到强烈的影响。 (测量过孔，比利时道路安全研究所，2019) 0% 认为 “焦点线” 正在干扰他们的驾驶。 (测量过孔，比利时道路安全研究所，2019) 驾驶员20.58% 更多地参与驾驶任务。 (研究思维消费者神经科学顾问，2019) 驾驶员的注意力随着4.78% 的增加而增加。 (研究思维消费者神经科学顾问，2019)
焦点线
案例简介：Background Driving at night. No street lights, straight roads and no traffic. The perfect ingredients for a phenomenon called ‘Highway Hypnosis’, which makes your attention to slip away by gazing at the monotonous repetition of white line after line after line. Driving in this trance-like state has been compared by scientists as ‘driving asleep with your eyes open’, and is one of the reasons why drowsy driving causes 1 in 6 deadly car accidents. With countless of dark stretches of road scattered around Ecuador, the Ministry Of Transportation took the challenge of creating a proactive and effective solution for this phenomenon, first discovered in 1921. Describe the creative idea (40% of vote) ‘Focus Lines’ are coloured dashed lines painted randomly over the existing white road markings. They serve as visual stimuli for drivers, breaking the hypnotising repetition of the road. They proactively keep people mentally engaged and focused in the presence, before they unintentionally drift out of lanes or leave the road. Before launching ‘Focus Lines’ into the world, the principle was researched by two independent road safety institutions, and confirmed its beneficial effect on drivers, both objectively and subjectively. The concept of ‘Focus Lines’ has been made open the world, rights-free to use. Based on each type of road, detailed instructions on how to implement ‘Focus Lines’ are publicly shared. ‘Focus Lines’ become even more relevant with the rise of semi-autonomous cars. These vehicles only sporadically require human action, essentially subtracting the need for people to cognitively stay focused, and making it even easier for people to fall asleep. Describe the execution (40% of vote) ‘Focus Lines’ are extremely simple and cost-efficient to implement, making them accessible to countries on all continents. Moreover, this non-technological innovation benefits all types of people on the road, whether they’re drivers of motorcycles, cars, buses or trucks. ‘Focus Lines’ are painted in different high-contrast colours and in different intervals, as not to become a repetition in itself. Implemented using these unpredictable variables, ‘Focus Lines’ always surprise drivers when and where they pop up. The interval variable changes depending on the intended speed of the specific road, and the colours were chosen that initiated the biggest effects during the tests. In April 2019, the first ‘Focus Lines’ were implemented on the E35 highway in Ecuador, one of the busiest of the country, for a stretch of road of 70 km. List the results (20% of vote) The first 70 km of ‘Focus Lines’ have been implemented on the E35 highway in Ecuador, one of the busiest of the country. 86% experiences a noticeable to strong effect on their alertness. (Survey VIAS, Belgian Institute of Road Safety, 2019) 0% thinks ‘Focus Lines’ are interfering with their driving. (Survey VIAS, Belgian Institute of Road Safety, 2019) Drivers are 20.58% more engaged with the task of driving. (Research Mind Consumer Neuroscience Advisors, 2019 ) Drivers’ focus increases with 4.78%. (Research Mind Consumer Neuroscience Advisors, 2019 )
Focus Lines
案例简介：背景 晚上开车。没有路灯，没有直线道路，没有交通。一种叫做 “高速公路催眠” 的现象的完美成分，它让你的注意力通过凝视白线一线又一线的单调重复而溜走。 科学家将这种恍惚状态下的驾驶比作 “睁着眼睛睡着了”，这也是昏昏欲睡的驾驶导致六中1起致命车祸的原因之一。 厄瓜多尔周围散布着无数黑暗的道路，交通部接受了为这一现象创造积极有效解决方案的挑战，这是1921年首次发现的。 描述创意 (投票40%) “焦点线” 是在现有的白色道路标记上随机绘制的彩色虚线。它们作为驾驶员的视觉刺激，打破了道路的催眠重复。 在人们无意中偏离车道或离开道路之前，他们会主动地让人们在精神上参与并集中精力。 在将 “焦点线” 推向世界之前，该原理由两个独立的道路安全机构进行了研究，并从客观和主观上证实了其对驾驶员的有益影响。 “焦点线” 的概念已经向世界开放，可以自由使用。根据每种类型的道路，公开共享有关如何实施 “重点路线” 的详细说明。 随着半自动汽车的兴起，“焦点线” 变得更加重要。这些车辆仅偶尔需要人类行动，从本质上减少了人们在认知上保持专注的需求，并使人们更容易入睡。 描述执行 (投票40%) “重点线” 的实施非常简单且具有成本效益，使所有大洲的国家都可以使用。此外，这种非技术创新使道路上的所有类型的人受益，无论他们是摩托车，汽车，公共汽车还是卡车的驾驶员。 “焦点线” 以不同的高对比度颜色和不同的间隔绘制，以免本身成为重复。使用这些不可预测的变量实现的 “焦点线” 总是使驾驶员在弹出的时间和地点感到惊讶。间隔变量根据特定道路的预期速度而变化，并且选择了在测试过程中产生最大效果的颜色。 2019年4月，在该国最繁忙的国家之一厄瓜多尔的E35高速公路上实施了第一条 “重点线”，这条道路长达70千米条。 列出结果 (投票20%) “焦点线” 的第70千米已经在厄瓜多尔的E35高速公路上实施，厄瓜多尔是该国最繁忙的高速公路之一。 86% 对他们的警觉性有明显到强烈的影响。 (测量过孔，比利时道路安全研究所，2019) 0% 认为 “焦点线” 正在干扰他们的驾驶。 (测量过孔，比利时道路安全研究所，2019) 驾驶员20.58% 更多地参与驾驶任务。 (研究思维消费者神经科学顾问，2019) 驾驶员的注意力随着4.78% 的增加而增加。 (研究思维消费者神经科学顾问，2019)
Focus Lines
案例简介：Background Driving at night. No street lights, straight roads and no traffic. The perfect ingredients for a phenomenon called ‘Highway Hypnosis’, which makes your attention to slip away by gazing at the monotonous repetition of white line after line after line. Driving in this trance-like state has been compared by scientists as ‘driving asleep with your eyes open’, and is one of the reasons why drowsy driving causes 1 in 6 deadly car accidents. With countless of dark stretches of road scattered around Ecuador, the Ministry Of Transportation took the challenge of creating a proactive and effective solution for this phenomenon, first discovered in 1921. Describe the creative idea (40% of vote) ‘Focus Lines’ are coloured dashed lines painted randomly over the existing white road markings. They serve as visual stimuli for drivers, breaking the hypnotising repetition of the road. They proactively keep people mentally engaged and focused in the presence, before they unintentionally drift out of lanes or leave the road. Before launching ‘Focus Lines’ into the world, the principle was researched by two independent road safety institutions, and confirmed its beneficial effect on drivers, both objectively and subjectively. The concept of ‘Focus Lines’ has been made open the world, rights-free to use. Based on each type of road, detailed instructions on how to implement ‘Focus Lines’ are publicly shared. ‘Focus Lines’ become even more relevant with the rise of semi-autonomous cars. These vehicles only sporadically require human action, essentially subtracting the need for people to cognitively stay focused, and making it even easier for people to fall asleep. Describe the execution (40% of vote) ‘Focus Lines’ are extremely simple and cost-efficient to implement, making them accessible to countries on all continents. Moreover, this non-technological innovation benefits all types of people on the road, whether they’re drivers of motorcycles, cars, buses or trucks. ‘Focus Lines’ are painted in different high-contrast colours and in different intervals, as not to become a repetition in itself. Implemented using these unpredictable variables, ‘Focus Lines’ always surprise drivers when and where they pop up. The interval variable changes depending on the intended speed of the specific road, and the colours were chosen that initiated the biggest effects during the tests. In April 2019, the first ‘Focus Lines’ were implemented on the E35 highway in Ecuador, one of the busiest of the country, for a stretch of road of 70 km. List the results (20% of vote) The first 70 km of ‘Focus Lines’ have been implemented on the E35 highway in Ecuador, one of the busiest of the country. 86% experiences a noticeable to strong effect on their alertness. (Survey VIAS, Belgian Institute of Road Safety, 2019) 0% thinks ‘Focus Lines’ are interfering with their driving. (Survey VIAS, Belgian Institute of Road Safety, 2019) Drivers are 20.58% more engaged with the task of driving. (Research Mind Consumer Neuroscience Advisors, 2019 ) Drivers’ focus increases with 4.78%. (Research Mind Consumer Neuroscience Advisors, 2019 )
焦点线
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Focus Lines
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基本信息
- 广告战役： #Ministerio De Transporte Y Obras Publicas-设计与品牌-c972#
- 广告品牌： MINISTERIO DE TRANSPORTE Y OBRAS PUBLICAS
- 发布日期： 2000
- 行业领域： 公共事业
- 媒体类别： 海报/平面
- 广告语言： 英语
- 媒介平台： 网络
- 获得奖项：
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