The Mayors Office of the City of Philadelphia launched “Philly E-Lanes”, an April Fool’s ambient and video campaign, to raise awareness around the issue of distracted walking. The campaign included a faux press conference introducing the E-Lane, a dedicated sidewalk space exclusively for pedestrians who wish to use electronic devices while walking.
A video covering the entire event features Mayor Nutter and Deputy Mayor of Transportation Rina Cutler, along with interviews with E-Lane users and protesters. The video campaign was released on April 1, 2012, as an April Fool’s joke by the Mayor’s office. Click on the image below to play the video in YouTube (HD)
Coverage was picked up by major television broadcasters, the San Francisco Chronicle, The Huffington Post and Washington Post.
The Philly E-Lanes concept was developed at MRB Creative Content Studio by creatives Sara Armour and Rina Cutler, director Bryan Elsom, producer Brandon Rothenberg, camera team Bobby Bruderle, Rebecca Mejia, Bryan Elsom and Chris Cymbalak, officers Bob Ruffin and Steve Johns.