Video player not working?0:000:000:00SettingsQualityAutoAudioSpeed1×CaptionsOffStop Sign RedesignDula TVFunny videos since 2008Thumbs up0Thumbs down0 Share2.1K views Sep 2008A creative team struggles to design a simple stop sign for a corporate client. Show transcript0:09So, we're seeing reports that people don't know what to do at an intersection.0:14Some people are slowing, others are accelerating, a small percentage are backing up, and the rest are crashing.0:20So we're looking for signage that makes people want to bring their vehicle to a standstill before they continue.0:27Essentially a sign that tells people to stop.0:29Essentially. If you look on page 16 of your brief, you'll notice that about 50% of HVMs are female.0:36Yeah, HVMs.0:38Home vehicle managers, but don't neglect the other 50% who are primarily male.0:44Okay, so we're basically targeting all drivers?0:46No, we're targeting women, but we're also targeting men secondarily.0:51But really think this thing through if you could, okay? We're looking for stop.0:56Yeah, I mean, and still get it by tomorrow.1:05Wow. I love where you've taken this. You guys nailed it.1:11Yeah, I think this is pretty spot on. Uh, having said that, uh, we're getting some additional details from upper management since the, uh, initial briefing we gave you.1:19I think we have the opportunity to make this piece hit a little harder.1:24Yeah, harder.1:25The main message is still the stopping occasion, but we're also going to need to include personal safety cues, any appropriate right of way legal, and our partner logos.1:34And as far as red goes, we love it, but we got word from our creative standard group that the fire department kind of owns red, so we're going to have to, uh, lighten it up on the Pantone scale.1:45Lighten it up like pink?1:47Based on our female target market, I don't see a downside.1:50Yeah, well, what about our male secondary market?1:54Maybe we do pink signs in the female intersection zones and blue ones in the male ones.2:00And which intersections are the female ones?2:06Hmm. I got it. Why don't you go with pink and blue until we get you an answer on that?2:11Really?2:12Way to crack the code. I think we're done here.2:26The only thing I can see is buffing that logo up just a little bit.2:30Yeah, sure.2:31Uh, we just got word from the UN that we can't use their logo.2:34Then let's bump up the EPA logo.2:36Okay.2:39I think somewhere on there we need to show the stopping occasion.2:42It needs to be telegraphic.2:45Yeah, some people just don't read, you know?2:51It's great. Can we try a new line? I showed it to my daughter, and she didn't really get it.3:02Yeah, circles feel very 90s to me. Can we try a different shape too?3:09Can we try a softer headline, though?3:12And a web address, in case people want more info?3:15Maybe a verse that says new, if it doesn't make it too busy.3:23I keep imagining a line of cars stacked up at the intersection.3:28Yeah, I think we need a more complete call to action so people know exactly what to do after the pause.3:34I'd also like to see maybe some people smiling on it, you know, to remind drivers that stopping isn't required, it's also fun.3:40You guys got all that?3:48Wow. I'd have to say I think you finally got it.3:52You guys did an amazing job of fitting all of our suggestions in on one side.3:57Can you throw together a look of success for a sell-in meeting this afternoon?4:03And that's how it all comes together, guys. I mean, if I were at that intersection, I'd stop.4:09Me too.4:10I don't see how anyone couldn't. Let's get these things printed and out the door.4:20Guys, we're a little disappointed in how this thing is testing, so we've got some minor tweaks we're looking into.
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