The Little Voice is proud to announce that its recent awareness campaign for AWSR (Agence Wallonne pour la Sécurité Routière), “Plus on roule vite, plus tout devient fragile” has been nominated three times at the Best of Activation awards, in the following categories:
- Cause or Charity / Non-Profit
- Experiential Engagement
- Events and Integrated Communication
The campaign tackles one of road safety communication’s most familiar subjects (excessive and inappropriate speed, responsible for nearly a third of fatal accidents in Wallonia) through an unprecedented and deeply human lens: using clothing as a metaphor for our own fragility.
In collaboration with Belgian fashion designer Alessa Altavita, The Little Voice created a series of garments representing the impact of collisions at 30, 50, 70 and 90 km/h. Based on detailed AWSR data and simulation videos generated with Houdini (SideFX’s 3D procedural creation software), the fabrics (more or less torn depending on the speed) make visible both the violence of impact and the human fragility that results from it.
Rather than relying on fear or visual shock, the campaign chose emotion and symbolism, grounding a well-worn message in something sensitive, poetic and universal.
The campaign unfolded across several phases: an outdoor display along Walloon roads, a radio spot, a digital video campaign aimed at younger audiences, and an immersive exhibition – accompanied by a press conference – where visitors could view the damaged garments, read the accompanying texts for each speed, and scan QR codes to access the campaign’s videos.
The campaign is what matters, but these three nominations recognize the strength of turning awareness into physical experience, across the categories that matter most to the campaign’s ambition: cause-driven communication, experiential engagement, and integrated execution.
