The stick-figure characters that light up crosswalk signals worldwide usually serve a routine role: telling pedestrians when to walk or stop. In Peugeot’s latest campaign, they’re given a new lease on life.
Created by Highdive and produced by Accenture Song, the ad shows the red and green icons breaking free from their flat, two-dimensional world to enjoy a spin in the Peugeot E-208. Working together, four of them manage the pedals, steering wheel, and even the car’s entertainment system. Their adventure takes a comic turn when a fluffy barking dog startles one of the green figures mid-moonwalk on the window ledge – but the gang quickly regroups and drives off, carefree and full of energy.
“Here’s the thing – crosswalk people stare at the new Peugeot all day, but never get to feel the thrill of driving one. We thought it was about time they did,” said Nathan Monteith, Highdive executive creative director.
The ad concept was originally proposed for Jeep, where Highdive serves as lead agency. However, Stellantis Global Chief Marketing Officer Olivier François explained that he saw the “Crosswalk” idea as a better fit for Peugeot at this moment. As a result, Highdive partnered with Peugeot’s lead agency, Accenture Song, to bring the campaign to life.
“These characters had only ever lived in 2D, so bringing them into 3D meant a lot of exploration,” explained Monteith. The team envisioned the figures as if built from tiny reflective LEDs, giving them depth and surfaces that react to light. Their design had to stay true to Peugeot’s campaign while adding warmth and personality, striking a balance between iconic simplicity and playful, childlike charm, since this was their first step out of the crosswalk and into the real world. According to Monteith in order to ground the idea, the characters were shown in pairs, one on the accelerator, the other steering, highlighting teamwork as they showcased the car.
