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By Tom Banks, Creative editor

July 18, 2024 | 3 min read

‘Roads for All’ is a car playmat redesigned to help children learn how bikes and cars can share the road.

As the Tour de France continues to meander around France, one of its sponsors, Škoda, has put together an innovative campaign to educate tomorrow’s road users about how cyclists and motorists can share the road.

Cycling is becoming more popular in France, but accidents are also on the rise, with 3,000 reported in 2022, according to the National Interministerial Road Safety Observatory.

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With this in mind, Track DDB Paris was commissioned by Škoda to create a campaign film that introduces the idea of the importance of road sharing before revealing the ‘Roads for All’ game box, developed in partnership with the French Cycling Federation.

The game box comprises a playmat and accompanying book, reminding families about positive road behaviors. On the playmat, cycle lanes are delineated and children are provided with one car and one bicycle.

Some 400 copies have been created, distributed through the Škoda website, with further sets available through Škoda dealers across France.

Credits

Track DDB Paris

Advertiser managers: Antoine Weil, Rodolphe Chevalier, Ludovic Bouisset, Céline Hahn, Marc Salaud

Agency managers: Vincent Léorat, Coralie Bouillier, Adèle Hrabina, Marine Dassonville Basset

Chief creative officer: Alexander Kalchev.

Creative directors: Benjamin Dessagne and Stéphane Santana

Copywriter: Leopold Cartier

Art director: Kevin Audric

Social media manager: Benjamin Chambe

Community manager: Emma Montagnac

Customer experience consulting director: Paul Johannet

CRM experts: Brice Pichard, Jean-Michel Martin

Digital project manager: Guillaume Rodriguez

Mat production: TMS France

General manager: Caroline Radat

Account director: Raphaël Rodriguez

Media agency: Remind PHD

Media managers: Olivia Deschamps, Martin Briand, Jules Oster

Campaign production assets: Maul Productions

Track DDB production director: Chloé Travaillard

Maul production director: Alexandre Ardeois

Sound production: Studio 5

Creative Creative Works Skoda

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