2016 - 2017戛纳狮 – 媒体类 - A13组 – 银奖 国际汽车联合会（FIA）是保障全球儿童安全上路的支持者，通过国家汽车俱乐部在每个国家开展活动。2016，在全球“FIA道路安全补助计划”内，罗马尼亚汽车俱乐部（ACR）希望开展一项运动，使司机们放慢速度，并将儿童的道路安全置于公共议程的首位。 MR. BEAR DRIVER THE AUTOMOBILE CLUB OF ROMANIA | PUBLICIS ROMANIA | 2017Media - A13 Public Sector Relevancy We used a medium familiar to children, smartphones and tablets, in a surprising way: we created a mobile game that is GPS and Google Maps enabled and tells kids playing the game in the backseat of a moving when legal speed has been exceeded. Then, it asks the kids to tell drivers to slow down immediately.   Synopsis The International Automobile Federation (FIA) is a global supporter of children’s safety on the road, acting in each country through national automobile clubs. In 2016, within the global “FIA ROAD SAFETY GRANT PROGRAMME”, the Automobile Club of Romania (ACR) wanted to create a campaign that will actually make drivers slow down and that will also push children’s road safety on top of the public agenda. The project would be implemented within their “Junior Copilot” road safety initiative. Problem? Traditional anti-speeding PSA’s and news go unnoticed by most of the drivers.   Campaign Description So, we decided to convince drivers to slow down by teaming up with someone they would surely listen to. Their kids. “Mr. Bear Driver” is a fun mobile game that teaches kids traffic safety which quickly got to number 1 in Romanian app stores. But people had no idea that there was a catch… When played in a moving car, the game connects to GPS and Google Maps to track the real-life speed. If the limit is exceeded by more than 10km/h, Mr. Bear (the in-game character) asks children to tell mommy or daddy to slow down. If drivers don’t slow down, the game ends in a crash. If they comply, players get bonuses and the game continues. T