The main social responsibility direction of Socar Georgia Petroleum is the problem of traffic on the roads to correspond with the biggest issue of the country. In collaboration with the creative agency IDEALIST we decided to fight with the existing problem with a social campaign.
The main audience of the campaign were pedestrians and their dangerous habit of crossing the road. Within the campaign "Angels" and "Devils" appeared on the streets of Tbilisi, angels tried to get reinforce pedestrians to use crosswalks, and the devils were tempting them to break the rules. Despite the importance of the issue, we tried to turn public attention towards this problem in a joyful way. Usually laziness is an initial cause of jaywalking, sometimes a crosswalk can require a long detour and it’s more convenient to directly cross the street, but our campaign made this longer way interesting and full of discoveries.
After spreading the angels and devils’ videos, we prepared surprises for pedestrians on crosswalks, they discovered four different stories - the wish bridge, with colorful ribbons to make a wish, rock paper scissors game to play while waiting for traffic jam, movie bridge, showing the real horror of jaywalking and paint board, just to make the underground crossing fun.