Buick Road Signs with People

Shanghai General Motors ran “People Signs”, a Buick road safety advertising campaign connecting the stories of accident victims with common road signs. Speed Limit. No Left Turn. No U-Turn. Traffic Light Ahead. No entry. No pedestrians. Traffic signs are there for a reason. The campaign has just won Gold for Press and Outdoor at Spikes Asia, following on from a Gold Press Lion at Cannes 2014 in June. In China someone is injured in a traffic accident every three minutes, and every ten minutes, someone dies as result of one. Pedestrians and drivers failing to acknowledge and obey traffic signs is key to these tragic statistics. Lowe China contacted real accident victims and invited them to participate in the campaign by holding up traffic signs at the spots where their accidents actually happened. As part of an overall road safety campaign by Buick, a live event was also staged on World Traffic Safety Day (April 7). Nine accident victims posed as human traffic signs at accident-prone areas during peak hour traffic, going viral immediately. “Signs are there for a Reason. Obey the rules.”

Buick Speed Limit

Buick Speed Limit. Chen Shi Hui. Injured while riding in a speeding bus that flipped.

Buick No Left Turn

Buick No Left Turn. Xie Jian Yue. Hit on the sidewalk by a vehicle turning illegally.

Buick No Trucks

Buick No Trucks. Zhu Hong Wei. Killed by a heavy vehicle driving illegally on a small road.

Buick Speed Limit

Buick No U-Turn. Yang Li Tian. Hit while crossing the road by a vehicle making an illegal u-turn.

Buick Traffic Light Ahead

Buick Traffic Light Ahead. Han Yue Fang. Paralysed from waist down by a car that ran a red light.

Buick No Entry

Buick No Entry. Wang Ya Nan. Hit by a car driving in the wrong direction at night.

Buick No Pedestrians

No pedestrians. Tan Ben Gan. Run over by a train while illegally crossing the tracks.


The Buick Roads Signs with People campaign was developed for Shanghai General Motors at Lowe China, Shanghai, by chief creative officer Norman Tan, senior creative director Qiang Zeng, senior copywriter Cherry Wang, creative group heads Willow Yang, Hans Han and Kidd Zhang, senior art director Zhenjiang Chen, print production manager Xiaowei Zhu, senior account manager Sue Lu, CEO Kitty Lun, English copywriter Jeremy Chia, photographer Yang Tan, executive producer Johnson Tan, producer Ken Xie and retouching manager Ming Ching Gan.

Filming was shot by director Eun Taek Cha via A New Life Films/Locus with director of photography Jung Ho Leem, post producers Nelson Cho and Shan Wang. Music was by Peter Millward.