MRB Films and the Mayor's Office in Philadelphia partnered to play an April Fool’s joke designed to raise awareness of the issue of distracted walking.
MRB Films conceptualized and executed the ambient campaign, which included a faux press conference introducing the E-Lane, a dedicated sidewalk space exclusively for pedestrians who wish to use electronic devices while walking.
MRB also produced the video which, in the first 48 hours, was viewed over 15,000 times and was picked up nationally by several news outlets including ABC, NBC, NPR, CBC, The Huffington Post, and The Washington Post.