Mind Studios sends pink T-Rex on the road
Using prehistoric creativity to promote fairness on the road: For the Canton of Basel-Stadt’s latest road safety campaign, «Fair im Verkehr,» Mind Studios features an eye-catching T-Rex.
Reckless, loud, dominant - and pink: the T-Rex, which is currently on Basel's streets, screens and billboards, has a clear message. He is at the center of the new "Fair in traffic" campaign, which was designed and implemented by Mind Studios on behalf of the Department of Construction and Transport and the Department of Justice and Security of the Canton of Basel-Stadt.
The campaign aims to draw attention to unfair and dangerous behavior on the roads - with a twinkle in the eye. Whether it's tailgating, disregarding the right of way or reckless parking: The pink dinosaur embodies precisely those behaviors that have no place in traffic.
Loud performance with a clear message
The campaign is played out across all media: Large-format posters, digital advertising media, social media ads and accompanying activities in the city will ensure visibility and generate conversation. The campaign is complemented by the website Fair-im-verkehr.chwhich explains the most important rules for fair interaction in traffic.
Concept, creation and implementation by Mind Studios
Mind Studios was the creative lead agency for the campaign. It developed the central idea and the campaign character, designed all advertising materials, produced the Videos and was responsible for the entire campaign management on Meta, TikTok and YouTube.
"Our aim was to convey a topic with great social relevance in a sympathetic, low-threshold and yet concise way," says the agency. The choice of a dinosaur as a campaign figure was not only due to its lack of understanding of manners in modern road traffic. "Dinosaurs have had a firm place in the hearts of the people of Basel since Grün80 at the latest," the agency continues.
