Creativity

Pick of the Day: Ford's SafeCap Won't Let You Fall Asleep at the Wheel

This Hat Uses Light, Sound and Vibration to Jerk Drivers Awake

By Laurel Wentz. Published on Nov 02, 2017

Editor's Pick

Falling asleep at the wheel is a major danger for motorists, and a leading cause of accidents for truck drivers. So Ford Motor Co. and the Sao Paulo office of GTB, WPP's global creative agency for Ford, invented SafeCap. It looks like a baseball cap, but it's really a piece of wearable technology that keeps drivers from falling asleep at the wheel. GTB mapped truck drivers' movements to identify which ones are job-related and which indicate the neck muscles are relaxing as the driver drifts off to sleep. SafeCap is equipped with sensors to interpret those head movements, and issues three warnings to alert the driver when imminent sleep is detected. If the cap's vibration doesn't jerk the driver awake, there's also sound and light.

"The SafeCap is a feat of tech, design, and utility and we believe it has great potential to protect drivers and save lives around the world in the very near future," says Icaro de Abreu, GTB's head of Digital and innovation.

Unfortunately you can't run out and buy your own Ford SafeCap yet. It was developed as part of Ford's celebration of 60 years of selling trucks in Brazil, and a prototype was introduced recently during an international truck fair held in Sao Paulo. Ford hopes to launch a version of SafeCap for sale in the next year. The first step is building awareness about SafeCap to create enough demand to make the product affordable for drivers.

SafeCap isn't the first effort to make hats into wearable technology. To kick off Colombian utility company EPM's solar energy program, EPM and DDB Colombia came up with solar sun hats, for people who live in a part of Colombia so remote that there is no electricity, and people walk home in the dark and light their dwelling with candles. But they do have blazing sun, and people already in the habit of wearing hats all day. So EPM gave them new ones called Sun Hats, with tiny solar panels that are fully charged by eight hours of sun. At night, they turn into flashlights similar to a miner's headlight to provide four hours of light.

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About

Credits

Date
Nov 02, 2017
Agency:
GTB
Chief Creative Officer:
Vico Benevides
Client:
Ford
Creative Director:
Rodrigo Strozenberg
Head of Digital and Innovation:
Icaro de Abreu
Copywriter:
Thiago Lins
Art Director:
Fernando Lyra
Community Manager:
Livia Lanzoni
Community Manager:
Eliza Bianchezi
Account Executive:
Rodolfo Luz
Account Executive:
André Cruz
Account Executive:
Matheus Trigo
Account Executive:
Fernanda Santos
Account Executive:
Simone Bastos
Strategy:
Dorian Dack
Strategy:
Fernando Takey
Strategy:
Laisa Nascimento
Strategy:
Mariana Fortti
Strategy:
Juliana de Oliveira
Media:
Rafael Pascoal
Media:
Leandro Fonseca
Media:
Felipe Lopes
Media:
Felipe Garcia
Project Manager:
Patricia Silvestre
Project Manager:
Caio Barsotti
Project Manager:
Thiago Dener
Producer:
Luana Aghata
Producer:
Bruna Amorim
Client:
Oswaldo Ramos
Client:
Guilherme Teles
Client:
Mayara Algaba
Client:
Clevir Coleto
Production Company:
Bolha Innovation Studio
Head of Technology:
Julio Gonzalez
Producer:
Thiago Pereira
Producer:
João Frescurato
Production Company:
PBA CINEMA
Director:
Nixon Freire
Executive Producer:
Nivio Souza
Executive Producer:
Fernando Fanucchi
Post Production:
Warriors VFX
Sound:
Antfood

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