WE’VE GOT YOUR ATTENTION!
An international 360 campaign, in partnership with French Road Safety.
For the Keolis Group, we transformed buses, coaches and trams to make them impossible to miss.
Nearly 24,000 buses and coaches in 14 countries, and the world’s largest tram and automated metro network: Keolis entrusted us with its 2026 Group safety campaign, with one clear goal: reducing accidents involving third parties around its vehicles.
Pedestrians, cyclists, scooter riders, drivers: it all happens in the city, at low speed, in everyday interactions. Earbuds, smartphones, habits: people no longer register the size of a bus or a tram, its blind spots or its braking distance.
The brief: break away from the usual codes of prevention, without moralizing or guilt-tripping.
Our insight: in public spaces, we no longer see what we see every day. One more bus, one more tram.
Our approach: make the vehicles impossible to miss. A bus covered in pink fur, a bus dressed in neon lights, a coach adorned with feathers, a tram bristling with giant sea anemones.
Then a question, with a smile: “Now do we have your attention?” The safety message follows right behind, under the #TousAttentifs banner, with the support of French Road Safety (Sécurité routière).
Each vehicle carries a message, staged in a situation of immediate danger.
Behind these images, a full 6-person creative team: copywriter, art directors, prompt engineer, graphic designers and motion designer. With our AI Lab, generative AI lets us push the art direction very far, from downtown streets to country roads.
In total, 4 spots and 4 key visuals, adapted to every format in the media plan.
For subsidiaries and networks, we delivered a complete, editable toolkit for international use: videos, outdoor posters, web banners, DOOH and social media formats.
Not to mention buses actually wrapped in pink for the launch press conferences in the Paris region and in Lyon.
From September 10 to October 11, 2026, the campaign ran across digital channels: display, programmatic video, YouTube, Meta and LinkedIn. Media planning and media buying were handled entirely by Delasource.
Every channel met or exceeded its impressions target.
More than 16.5M impressions and more than 6.3M videos watched to 100%.
