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BBDO Dublin’s 'Road Safety-Verse' Takes Home Two at 12th Annual LOVIE Awards


Learning Portal created for the RSA picks up unique global recognition as a ground-breaking metaverse

BBDO Dublin’s 'Road Safety-Verse' Takes Home Two at 12th Annual LOVIE Awards

BBDO Dublin announced today that it has won The People’s Choice Award as well as a Bronze Lovie in the Best Experimental (Metaverse) category at the 12th Annual Lovie Awards. 

The 'Road Safety-Verse' was the only representative from an Irish advertising agency at the prestigious European awards celebrating digital excellence. This year, the Lovie Awards was its most competitive season yet, with nearly 1,000 entries from over 30 countries, with only the top 20% chosen as Finalists. 

Based on the insight that ‘children learn better through real world experiences, but what if learning in the real world could put them in real danger?’, the agency created a ground-breaking metaverse - an immersive virtual reality experience - to teach road safety to Irish children. 

“BBDO Dublin and The Road Safety Authority have excelled in its category, showing fantastic prowess in digital innovation and creativity,” said Nicolas Roope, jury chairman of IADAS. “This award is a testament to the skill, ingenuity and vision of its creators.”

“This award is particularly gratifying as it started its life as a traditional campaign brief before it became an immersive, interactive VR world, in which children can experience and learn about road safety in a whole new way,” said Shane O’Brien, BBDO’s executive creative director. “For an agency with such a rich creative heritage, the ‘Road Safety-Verse’ is evidence of our continued ambition and determination to drive innovation and creativity into new spaces and mediums”, he added.

The 'Road Safety-Verse' Learning Portal is now available to primary and secondary schools across Ireland, to teach road safety to kids. It is Ireland’s first branded metaverse and the world’s first metaverse for road safety education. 

It is a road safety educational metaverse that brings users through a 3D road safety adventure online for students to learn about the importance of road safety in a fun & virtual environment, much like popular online games such as ROBLOX and Minecraft. Different themed rooms allow you to experience the dangers of using mobile phones while driving, falling asleep at the wheel, speeding (in a space simulator!) or a chance for young students to meet the Seatbelt Sheriff. The experience is Ireland’s first officially branded metaverse, and is available for schools to book online at


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BBDO Dublin, Wed, 02 Nov 2022 14:59:19 GMT