Ruf Lanz for the BFU: the world from the perspective of e-bike accident victims
In a video for the Swiss Council for Accident Prevention (BFU), Ruf Lanz uses a surprising twist to illustrate the consequences of e-bike accidents—and offers helpful prevention tips.
Sales figures for e-bikes have skyrocketed in recent years. The coronavirus has reinforced this trend. Unfortunately, the number of e-bike accidents has risen in parallel with sales.
Because high speeds can be reached with an e-bike, accidents happen more quickly than with a conventional bike. The higher speed leads to a higher risk of injury and death in the event of an accident.
The Swiss Council for Accident Prevention (BFU) is therefore launching a large-scale national prevention campaign from mid-April. Ruf Lanz was awarded the contract on the basis of the successful collaboration to date.
"Ruf Lanz surprised us with numerous creative concepts during the conception phase in spring 2020," explains Claudia Bucher, Campaign Manager at the BFU. "In the end, we chose the concept "The world from the perspective of accident victims", because the world really is upside down after an e-bike accident."
"You never see the accident victims themselves in the picture. Nevertheless, as a viewer you can vividly imagine what their health is like," adds Peter Matthys, Head of Campaigns at the BFU. "Just from the reaction of those who come to the scene of the accident."
At the heart of the campaign are four films shot from the perspective of the accident victims. Acoustic and visual blurs emphasize their dazed state. All films were produced in various lengths: From 8-second social media teasers to almost 30-second versions for video screens and - if Corona wants - the open-air cinemas this summer to long versions for the BFU website.
Around 7000 street posters are also being used throughout Switzerland.
Responsible at the AAIB: Jürg Beutler (Head of Communications, Member of the Executive Board), Peter Matthys (Head of Campaigns), Claudia Bucher (Campaign Manager), Daniel Morgenthaler (Research Associate Traffic Behavior). Responsible at Ruf Lanz: Markus Ruf (Creative Direction), Isabelle Hauser, Mario Moosbrugger (Art Direction), Markus Ruf, Christian Stüdi (Text), Armin Arnold (DTP), Lara Cavelti, Miro Poffa (Consulting). Film production: Stories. Directed by: Flurin Giger. DP: Silvan Giger. Producer: Yves Bollag. Photography: Serge Höltschi. Image processing: Aschmann Klauser, Michèle Aschmann.
