The folks at Smart Car wanted to help promote public safety in urban areas. On these type of busy streets, pedestrians can easily cross at the wrong times and get hit by cars. They came up with a booth where people can do a dance and have their moves mimicked in real time on the “Don’t Walk” sign.
Not only is it a fun, clever idea, it also was effective in actually changing behavior: 81% more pedestrians stopped for the “Don’t Walk” signs. Often in advertising, the creative, award-winning idea is praised but if it doesn’t change behaviors, the message has failed.