Škoda Turns Billboards into Road Signs to Support Cyclists

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 signalled for the millions of cyclists who take to the roads every day.

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.

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 - with the goal of contextualising 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.

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.