Vccp Spain

Client: Liberty Group Insurances
Product: Génesis
Title: Maillot 45
Media: Ambient/Outdoor
Country: Spain
Date Of Campaign: April 2018

Background: Cyclists are considered the most vulnerable group on spanish roadswith a very high accident rate: more than 3,000 accidents every year

Idea: MAILLOT 45 is the first cycling jersey that warns drivers about theneed to reduce their speed, cleverly using the same signalrecognition system they have at their cars.

Results: Genesis initiative, Maillot45,makes the road a safer place