When a billboard makes you stop and think—literally.

How a visceral experience made pedestrians stop in their tracks—literally.

We’ve all been told not to jaywalk. From childhood, it’s drilled into us: look both ways, wait for the signal, cross at the zebra. And yet—most of us still dart across streets, phone in hand, confidence high, consequence forgotten.

In Quebec, this growing recklessness wasn’t just an annoyance but was becoming deadly. Pedestrian accidents were on the rise. People weren’t ignoring the rules out of familiarity. And when familiarity breeds indifference, shock is the antidote.

The Société de l’assurance automobile du Québec (SAAQ) understood that traditional public service announcements were no longer effective. People had heard the warnings—they just weren’t paying attention anymore. The issue wasn’t awareness, it was impact. What was needed wasn’t more facts or figures, but a bold move that could break through the noise and make people feel the danger in a way they couldn’t ignore..

So, at one of Montreal’s most dangerous intersections, a creative intervention was born.

At first glance, it looked like any other bus shelter. But step closer, and the screen came alive—mirroring the passerby’s skeleton in real time using stereoscopic cameras. It was playful, novel, and even entertaining. Until it wasn’t.

Without warning, a virtual car speeds in from the side and slams into the skeleton, sending bones flying in every direction. It’s a blunt, horrifying depiction of what a pedestrian collision looks like—digitally real, emotionally raw.

And then, a message:

“Bone vs. Steel. You have no chance.”

Now that's a verdict.

1. When the Message Is Known, Change the Method

Everyone knows jaywalking is dangerous. What people needed was a fresh perspective that pierced through complacency. This campaign didn’t educate—it interrupted.

2. Start with Empathy, End with Impact

By letting pedestrians see their bones—mirrored in real time—the campaign created an intimate connection before delivering its blow. The shock worked because the empathy came first.

3. Make the Medium Part of the Message

Placing the installation at the city’s most dangerous intersection was a masterstroke. This wasn’t an ad you saw about danger. It was an experience within the danger zone. Context became content.

4. Measurable Impact > Vanity Metrics

Beyond going viral—becoming Quebec’s most shared video for two weeks—the campaign did what few others can claim: it helped reduce pedestrian accidents by 8%. That’s the kind of ROI that can’t be faked.

In an industry often obsessed with clicks, conversions, and impressions, Bone vs. Steel reminds us of something deeper:
The most powerful campaigns aren’t always the ones that sell—they’re the ones that save.

This wasn’t just smart advertising.
It was bold.
It was human.
It was necessary.

Because sometimes, the job of great marketing isn’t to persuade—it’s to protect.