Globally, nearly 1.25 million people die in road accidents each year. Among these heartbreaking numbers, cellphone distraction rates are alarmingly high.
As an automobile club and a responsible corporate actor, ARCD (Car and Travel Club Germany) decided to raise awareness about this matter, showing that the short time you take to unlock your phone is enough for a tragedy to happen.
To bring this idea to life, we used a real smartphone layout, where each number/image represents one step forward in time, implying that a couple of microseconds on the screen equals to several meters in the road. Although short, that time can prove fatal to anyone or anything in the way.