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Entrant: Forsman & Bodenfors, Gothenburg
If Insurance - "Slow Down GPS"

Corporate Name of Client: If Insurance

Media Company: OMD

PR / Marketing Company: Maja Bredberg

Head of Marketing: Mikael Hellman

Marketing Manager: Kajsa Svärd

Agency Account Supervisor: Maria Bergkvist

Agency Account Managers: Kristina Wilmar/Joachim Levin

Agency Planner: Lars Friberg

Copywriter: Joakim Labraaten

Art Director: Samuel Åkesson

Agency Producer: Magnus Kennhed

Production Company: Bacon STH

Director: Tarik Saleh

Executive Producer: Ylva Axell

Producer: Sophie Hedberg

Director of Photography: Fredrik Wenzel

Digital Company: Earth People

Digital Producer: Andreas Johansson

App Production Company: Starcut

Post-Production Company: Stopp

Editor: Joakim Pietras

Music Arranger: Krister Linder

Designer: Johan Fredriksson

Agency: Forsman & Bodenfors, Gothenburg


Description of the Project:
In an effort to get drivers to slow down where it matters the most, we’ve developed the sat nav app “Slow Down GPS”. It’s like any other voice navigation app, except for one childish feature: when driving in areas where it's more likely to be children around, the navigation voice automatically switches to a child’s voice. We think of it as a subtle “audio sign” that says “Children at play”.

In the first version of the app, GPS-locations for all schools and day-care centres in the Nordic region have been added. But through a crowdsourcing project on the If web site, people are also asked to suggest more locations where the voice should switch to a child’s voice.