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Slowing down the tempo, the town of Mascouche puts its trust in CDC
The town of Mascouche entrusts its speed reduction campaign to CDC; a humorous, colorful and fast-paced campaign. Following a revision of its bylaws and to raise awareness of the importance of reducing speed in residential neighbourhoods, the town has launched a multi-channel advertising campaign in conjunction with the SAAQ.
Entitled "Ralentis le tempo”, the campaign features not a reckless driver, but a harried mother taking her children to school. Her frantic run, accompanied by a well-known classical tune, is monitored by a Maestro who tries to slow down the pace.
The fast-paced ride, which takes the wind out of the sails of passers-by, reaches its climax when the Maestro manages to restore a calmer flow of traffic.
The campaign ecosystem includes video vignettes (short and long) broadcast on social networks and the website, 15-second audio ads on Spotify targeting the city's territory, as well as urban and digital signage.
Starting this fall, the city plans to roll out other road safety initiatives. Watch for the Maestro!
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