Truck driver appears among the 10 most dangerous jobs in the United States, and it is also the one that causes the most deaths in Brazil. Most of these deaths happen because the driver falls asleep while driving.
To curb these statistics, Bolha, our creative technology hub, worked with Ford through GTB (WPP) to co-create the Ford SafeCap, the anti-sleep cap for drivers.
The wearable design and the IoT technology applied to this device aim to promote driver safety by monitoring head movements and emitting vibrations that keep the driver awake.
Wearable design and IoT principles in action
To develop the wearable and IoT technology, Bolha ran research to identify the main movements that indicate a driver is drowsy.
This behavior analysis was applied to the software installed in the Ford SafeCap, which has an embedded accelerometer and gyroscope.
While it analyzes head movements, it emits sound, light and vibration to the driver when it detects a sleep pattern.
When that happens, it is time for the driver to stop driving and rest safely before getting back behind the wheel. This is an example of how safety by design can work to save lives.
IoT and wearable concept of the Ford SafeCap project
Bolha’s work covered the IoT production of the project: from manufacturing to software development, as well as the design, prototyping and hardware production.
What started as a simple anti-sleep device for truck drivers became an important road safety item.
“Extremely inspiring: that is how I describe the experience of working with Bolha on the Ford SafeCap project. They deliver a finished product that combines technology, creativity and precision. The result was a successful anti-sleep device for drivers, which motivated powerful stories and generated great buzz around the world,” said Vico Benevides, executive creative director at GTB Latin America.
In addition to being shown in the “Wired to Wear” exhibition at the Museum of Science and Industry in Chicago, in the United States, the Ford SafeCap achieved relevant results:
+ 40 countries
earned media
+437M
impressions
+117M
reach
Awards
Cannes Lions, Clio Awards, D&AD, The One Show
