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In 2018, SAAQ (Quebec’s Automobile Insurance Corporation) unveiled “Bones vs Steel,” an interactive outdoor safety campaign designed to grab attention in the most unexpected way. At a bus shelter, a motion-sensitive screen turned anyone walking by into a moving X-ray skeleton. People naturally stopped to wave, dance, and play with their digital reflection, until the moment a car suddenly burst across the screen and slammed into the skeleton. Agency: Lg2 Québec, Canada Creative Director / Art Dir

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