Call Lanz for the BFU: With enough distance nothing happens
In the latest BFU campaign, Ruf Lanz illustrates the importance of keeping a safe distance on the road using raw eggs as an example.
The Swiss Federal Accident Prevention Bureau (BFU) conducts research and provides advice to reduce the number of serious accidents in Switzerland. It has had a public mandate for this task since 1938.
Raising awareness for more safety on the road is one of the BFU's core competencies. The latest measure reminds road users to maintain sufficient distance. This is crucial in order to avoid collisions and to avoid hitting the vehicle in front.
To ensure that the message resonates with the target group, the BFU commissioned Ruf Lanz to create and implement a new subject for advertising spaces at freeway entrances and motorways.
The creatives peel out the message in a surprising way: raw eggs in their typical cartons stand for cars and their occupants. In the byline, there is an additional reminder of the "two-second rule of thumb", which is already learned in driving school and which states that the distance to the vehicle in front should be at least two seconds.
"We chose this subject from numerous good suggestions because it gets to the heart of our message quickly and strikingly - and incidentally reminds people intelligently how fragile they are," explains Peter Matthys, head of campaigns at BFU.
The motif remains in use for three years. For this purpose, it was printed on aluminum dibond panels, which are particularly durable and weather-resistant.
Responsible at the AAIB: Peter Matthys (Head of Campaigns), Jürg Beutler (Head of Communications, Member of the Executive Board). Responsible at Ruf Lanz: Markus Ruf, Danielle Knecht-Lanz (Creative Direction), Mario Moosbrugger (Art Direction), Isabelle Hauser (CD Art), Armin Arnold (DTP), Markus Ruf (Text), Miro Poffa (Consulting). CGI & Visual Effects: Flaeck, Zurich.
