Skoda launched Safety Billboards in French cities, turning advertising panels into road signs to warn cyclists of accident-prone areas.

Cycling in Cities: A Double-Edged Boom

In cities, cycling has become second nature. A way to get around, to breathe, to explore differently. But this boom, unfortunately, comes with a rise in accidents: in fact, 70% of them occur in urban areas.

And despite public authorities’ efforts, cycling remains risky. Potholes, dangerous intersections, car doors opening unexpectedly, and inattentive drivers and pedestrians: today, danger is everywhere, yet nowhere is it signaled for the millions of cyclists who take to the roads every day.

Škoda’s Commitment to Cyclist Safety

On the occasion of the 2025 Tour de France—of which Škoda has been a partner for 21 years—the brand has chosen to extend its role as a supporter where it is truly needed: in the city.

Škoda presents: Safety Billboards, advertising panels transformed into road signs. The Business Intelligence teams at DDB Paris collected all available data on the most accident-prone areas for cyclists. These include dangerous intersections, pothole locations, high-risk crossroads, and collision zones between cyclists and other road users.

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From Data to Actionable Warnings

Once consolidated, this data was cross-referenced with the locations of JCDecaux and City panels in six major French cities—Bordeaux, Marseille, Nantes, Rennes, Lyon, and Strasbourg. The goal: contextualizing each point of contact with messages tailored to the specific risks of each location.

This cross-referencing enabled Remind PHD to select the nearest advertising panels, which Škoda then transformed into signage capable of warning cyclists, drivers, and pedestrians of various dangers.

Results: Visibility in Service of Safety

The result? Enhanced visibility in service of what matters most to Škoda: the safety of all cyclists.

This campaign was rolled out in July in six French cities, as well as on the brand’s social media channels.