Although the life of a trucker might seem boring to some, it is as complicated as can be. Imagine driving for hours, over huge distances, just to deliver some goods on a demanding deadline. Yes, it might seem like a boring job, but have you ever imagined the dangers that lie behind this job? Such as falling asleep behind the wheel? Well, if you weren’t aware of this creeping threat, you are now.
According to Ford Brazil, this problem might have a simple solution. And a very interactive and creative one. In partnership with WPP’s global communications agency GTB, the automaker developed a wearable garment that doubles as an alarm for the drivers. So, how can a piece of clothing alert someone that they might fall asleep in just a couple of moments? Don’t ask us, direct your questions at Ford. The American company developed the SafeCap, a hat that tracks the drivers’ head movements and alerts them when they are in danger. That means no more unnecessary crashes because of fatigue.
Besides being known for its vehicles, the car manufacturer is also renowned for its ingenious gadgets developed to make people’s life easier. Noise-Cancelling Kennel and Max Motor Dreams baby crib are just a few examples. Most recently, the brand released the Lane-Keeping Bed, a smart bed that is able to identify a “selfish space invader,” who keeps rolling to the other side of the bed and then puts them back to where they belong.
These are just a few examples; there are other devices that improve the well-being of its customers, such as the Accessibility Mat, a dual-purpose car mat that serves as a portable ramp for wheelchair users, or Ford’s Feel the View, a device that allows blind passengers to experience the view through a car window. Now, let’s complement our weekly #ThrowBrandThursday column with yet another amazing device developed by the Sao-Paolo-based agency GTB for Ford: Dear readers, we are pleased to introduce the SafeCap, a hat that looks like a regular baseball cap but is much more than that.
To create the cap, the team conducted a research in which it identified head movements indicating fatigue and lack of attention. Then, the companies joined their hands to develop a piece of software which utilizes a number of sensors in its composition—sensors that are able to interpret head movements and warn the truck drivers with sound, light, and vibration if they start to nod off.
“The SafeCap is the perfect example of a smart solution to a real problem made possible through creativity, technology, and a focus on putting people at the center of the design. We make what matters—for people and for business,” said Vico Benevides, Executive Creative Director at GTB Brazil. Only 100 prototypes of the life-saving device designed to keep truck drivers awake at the wheel were made. They were tested for a period of three months by 20 truck drivers in Brazil.
The campaign received tremendous success in the advertising world: It scooped one Silver Lion at the Cannes Lions, one Bronze at Clio Awards, two Wood Pencils at D&AD Awards, one Silver at the One Show Awards, one Gold in the DMA International ECHO Awards, one Silver at WPPed Cream 2018, and was nominated for Advertising, Media & PR, Corporate Social Responsibility Campaign at Webby Awards.
But the campaign’s success is reflected not only in multiple awards. Just recently, the Museum of Science and Industry in Chicago, IL., decided to display the SafeCap in the Wired to Wear exhibit. The life-saving gadget is available to the public starting March 21 until May 2020.
“We designed Wired to Wear to showcase the possibilities that wearable technology presents for society now and help guests understand how it can create opportunities for them they could have never imagined,” explained David Mosena, MSI’s president and Chief Executive Officer.
If you were a trucker, how safe would you feel with such a hat on your head? Would you trust it 100% or would you feel much safer if you stopped when fatigue kicks in? Let us know by sharing your opinion in the comment section below!