NICK BAKSHI

Financing safer roads with smarter ads.

In France, 1 in 3 speed bumps is actually illegal. Instead of properly installing concrete speed bumps, budget-constrained municipalities have resorted to throwing down cheap rubber knock-offs that become slippery and dangerous when wet. As the long-favored car brand of rural France, Citroen decided to do something about it, putting our ad-spend into the road, instead of next to it.

Publicity for the initiative snowballed, starting locally and building to a national conversation about improving road safety.

Recognition:

2026 Clios 2x Bronze for PR

2025 Cannes Lion Silver for Outdoor

2025 Eurobest Gold for Media

2025 Cannes Lion 2x Shortlist for PR

2025 Cannes Lion Shortlist for Media

2025 LIA Silver for Creativity in Media - Automotive

2025 LIA Silver for PR - Automotive

2025 LIA Bronze for Creativity in Media - Use of Outdoor

Credits:

Chief Creative Officer Stephane Xiberras

Creative Director Nick Bakshi

Creative Director Matthieu Bouilhot

Creative Director Guillaume Rebbot

Art Director Natan Ritaly

Creative Maker Bastien Sabot