SOUL-LESS (GPS) DATA TURNED INTO
SOULS THAT SAVE LIVES

PROJECT: 58 Soul Riders
CLIENT: Ministerio del Interior (Spanish Government)
PRODUCT: Safety for bikers
AGENCY: MRM//McCann Madrid

CASE


BACKGROUND
In Spain, there is still no culture of respect for bicycles and cyclists.
The arrival of public bicycle rental services has increased the number of daily cyclists to 3.8 million.
This has led to a dramatic increase in accidents. In the last year, 58 cyclists died and 652 were seriously injured.

IDEA
To remind that there is a life on every bicycle, we used self-driven bikes to recreate the last ride of cyclists who have lost their lives in traffic accidents.
To achieve this, victims’ families gave us access to the GPS data of their relatives last rides, so we could reproduce them again and again.

WEBSITE:
58soulriders.com
almasciclistas.com

IMPACT
- More than 70M organic impacts in just one week.
- More than $ 800.000 earned media
- #Almasciclistas, 1 Trending Topic in Spain, both Twitter and Facebook
- The hashtag #almasciclistas (soul riders) is being used by people on Twitter everytime a new cyclist have an accident on the road.

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AWARDS

The One Show 2018
PR, Events & Experiential, Silver

Cannes Lions 2017
PR, Public Sector, Shortlist
Promo & Activation, Public Sector, Shortlist

El Sol 2017
MEDIA, Ambient small scale, Gold
OUTDOOR, Public Institutions, Silver
PR, Public issues, Silver

Epica Awards 2017, Berlin
MEDIA INNOVATION, Alternative Media, Gold

IAB Inspirationals 2017
Digital Outdoor & Installation, Gold































TEAM
Chief Creative Officer: Miguel Bemfica
Executive Creative Director: Jesús Revuelta
Head of Art: Rafa Merino
Creatives: Sergio Villarrubia, Yerai Gómez, Marcos Martínez, Rubén Sánchez
Visual designer: David Hidalgo
Producer: Mercedes García Parreño
Account team: María Martínez, Reyes Antón
Client Contact: Juan José Esteban Servus
Production Company: Garage Films
Director: Miguel Bueno
Editor: Miguel Donaire