Ford’s Directional Glove Prototype Offers Better Traffic Safety to Bikers

Directional Gloves designed with BBDO Argentina allow bikers to follow road instructions without diverting attention to GPS devices

Ford introduced their first prototype of Directional Gloves, a project aimed at promoting change and improving user experience for mobility -this time for bike users.

Directional Gloves are the result of a project performed in cooperation with BBDO, on the premise of facilitating mobility for people in urban spaces. These gloves were specially designed so bikers can follow road instructions without diverting their attention to their smartphones’ GPS.

These gloves connect to a smartphone via Bluetooth and they require the use of a mobile App -where the destination is configured. Along the road, the left glove and the right glove take turns to emit vibrational signals that intensify as the rider approaches a turn in the road. By doing so, the use of Wireless technology allows the bikers to pay attention to the road and have a safe ride.

This release is another opportunity for Ford to demonstrate how important innovation is in all aspects. This project emerges as a way to offer a possible solution to a problematic situation that is gaining relevance in big cities”, Sebastián Touron Sarti from Ford appointed.

In parallel, the pandemic increased this mode of transport over 150% all around the country, and the National Agency for Traffic Safety statements indicated that, in 2021, six out of 10 fatal victims of traffic accidents were bike and motorcycle users.   

“Projects like this show the potential for work when it is carried out side by side with a client that is open to making things in a different manner, and it results in projects that widely exceed what we usually interpret as advertising or communication” pointed out Joaquín Campins and Christian Rosli, BBDO’s CCOs.

ADVERTISER: Ford Argentina

PRODUCT: Directional gloves

AGENCY: BBDO Argentina

CHIEF CREATIVE OFFICERS: Christian Rosli / Joaquín Campins

GROUP CREATIVE DIRECTORS: Matías Harbek / Yago Fandiño

ART DIRECTOR: Omar Barrantes / Martin Puiatti

COPYWRITER: Eugenio Novas / Alberto Valencia

MANAGING DIRECTOR & CHIEF DIGITAL OFFICER: Yanina Duchowny

BUSINESS LEAD: Sebastián Díaz

PROJECT MANAGER OFFICER: Katherine Arteaga

PROJECT MANAGER: Gala Mainieri

STRATEGY LEAD: Thany Moraes

STRATEGY: Victoria Iñiguez

HEAD OF PRODUCTION: Anita Pillado

COORDINATOR PRODUCTION: Sol de Martini

PRODUCER: Sonia Silvero

PRODUCTION COMPANY: Pasto

EXECUTIVE PRODUCER EJECUTIVO: Agustin Mende

VIDEO PRODUCTION: Donhkolan

EDITOR: Matías González

MOTION DESIGNER: Sofia Pumarega

POST PRODUCTION COMPANY: LAPOSTA

POST PRODUCTION DIRECTOR: Pablo Tufaro

HEAD OF POST PRODUCTION: Sebastián Bucarey

COORDINATOR POST PRODUCTION: Juana de Miguel

SOUND DESIGN: Fer Martino

COLOUR: Sandra Gonzales

MUSIC: BAMBA

ADVERTISER SUPERVISORS: Sebastián Tourón / Ezequiel Baducci /Florencia Ramirez Caceres / Natalia Diaz