A Safer Kind of 3D Advertising

Ty Dunitz September 13 Design

3D is absolutely bloody everywhere now. Everywhere you turn, stuff’s popping out of every surface at you – most of it in an attempt to get you to buy a television. Well, guess what, Every Surface: I already own a 27-inch CRT television from 1995, and I am pleased as down-forward-punch by its traditional bi-dimensional performance. Can’t a more useful message be sent with 3D?

Apparently, it can. Canadian safety awareness group Preventable have taken a page from that guy what does them neato chalk drawings, and come up with a campaign that explores the third dimension in an ingeniously low-tech way.

Chances are, for the above-mentioned chalk drawings, you’re already familiar with how this type of illusion works: as you approach (in this case, drive up to) the drawing at a specific angle, the image briefly appears to jump out of the pavement at you.

And in this case? The image is a child.

Morbid, right? Hey, this is safety here. You gotta turn heads, and besides – the illusion is over long before you actually drive over what you may or may not be convinced at that point is a little girl.

“This is a way to reinvigorate what becomes a pretty tired message every year,” says David Dunne, spokesdude for Preventable. “We become anesthetized to the risks related to driving, but the risks are very real.”

True that, Dave. And, if I owned a car, I’d totally take your message to heart.

Here’s a quick utüb that more or less sums it all up. Goodness knows Samsung’s gonna see this, and in the coming weeks we’ll see LED TVs jumping up out of the street at us.

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Written by Ty Dunitz

Ty is an illustrator who stays up too late, and has to wear glasses. You can follow him on Twitter if you want to (@glitchritual), but he's just gonna throw your stupid PR crap in the garbage, so don't email him.

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  • Kieran

    I wonder how long it is before some old dear slams on the breaks and causes a pile up, real smart idea.

  • Its Really Nice Post.New 3D Advertising can Chnage the world.

  • Rod

    And a nice big power pole on the right to swerve into when the driver panics… its not part of road safety and traffic signs/signals which drivers are accustomed to and therefore is an unsafe distraction.

  • alpha

    This is stupid and should be removed immediately.

  • Stupid as hell

    This is plain stupid. At first someone though this might work, but they did not think about consequences. People will get used to this, saying oh I know this… this is just a drawing on the concrete. Once they start ignoring these “signs”, they will start running real children over. Courts will be full of fools trying to defend themselves: “…oh I thought it’s a drawing…”… judges will start letting them free, because that’s what usually happens in US. Money talks people!

    This is dangerous and it should be banned this very moment!

  • 3D has definitely come a long way since the days of Star Wars. You just have to look at the current spate of 3D-heightened movies to understand how far graphics and animation have come in terms of development.