THINK! Road Safety - "Teenage Road Safety 'Camera Phone'"

Leo Burnett

Leo Burnett London, Großbritannien

Awards

19093

Diese Werbung ist Teil der Kollektion ACT Responsable

Marke: THINK! Road Safety
Länder: Großbritannien

Werbende: Department for Transport

Titel	Teenage Road Safety 'Camera Phone'
Agentur	Leo Burnett
Kampagne	Teenage Road Safety 'Camera Phone'
Werbende	Department for Transport
Marke	THINK! Road Safety
Datum der ersten Ausstrahlung/Veröffentlichung	2005 / 8
Produkt	Road Safety
Geschäftsbereich	Verkehrssicherheit
Slogan	55 teenagers a week wish they'd given the road their full attention
Story	A trigger for teenagers to think twice before crossing the road..... The advert, filmed entirely on a camera phone, features a group of friends walking home together. Like typical teenagers they are chatting, laughing and messing about. Distracted, they fail to see a car approaching as they cross the road and one of them is knocked down. The advert closes with the screams of friends running to the scene of the accident - the strapline: '55 teenagers a week wish they'd given the roads their full attention.
Philosophie	UK teenagers are obsessed with their mobile phones so we shot a cautionary road safety film entirely on a camera phone. This film was seeded on the internet, without branding, for one week before a fully branded version launched on TV and cinema. Teenagers thought the viral clip was real and sent it on to their friends. The clip was also sent directly to teenagers on their mobile phone, they passed the clip on their friends, sending it from phone to phone, virally.
Problem	PROBLEM Traffic is the biggest single cause of accidental death for teenagers in the UK. CHALLENGE To get teenagers to pay more attention when crossing the road.
Ergebnis	150 000 hits in the first week the film was online - Invaluable teenager to teenagers credibility. Research showed that 9 ou 10 teenagers who saw the film said they would pay more attention when crossing the road.
Medientyp	Fernsehen & Kino
Länge	30 seconds
Markt	Großbritannien
Produktionsfirma	Gorgeous Enterprises
Tonproduktion	Wave Studios
Texter	Paul Jordan
Art Director	Paul Jordan
Texter	Angus Macadam
Art Director	Angus Macadam
Regisseur	Chris Palmer
Cutter	Paul Watts
Redaktionsbüro	The Quarry
Art Director	Tom Sparks
Creative Director	Jim Thornton
Produzent	Rupert Smythe
Agency Producer	Emma Gooding
Kundenbetreuer	James Smith
Planner	Becky Barry
Marketing Manager	Gemma Regniez