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

Leo Burnett

Leo Burnett London, Reino Unido

Premios

19088

This ad is part of the ACT Responsible Collection

Marca: THINK! Road Safety
País: Reino Unido

Anunciante: Department for Transport

Título	Teenage Road Safety 'Camera Phone'
Agencia	Leo Burnett
Campaña	Teenage Road Safety 'Camera Phone'
Anunciante	Department for Transport
Marca	THINK! Road Safety
Fecha de primera difusión/publicación	2005 / 8
Producto	Road Safety
Sector Empresarial	Seguridad Vial
Lema	55 teenagers a week wish they'd given the road their full attention
Sinopsis	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.
Filosofía	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.
Problema	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.
Resultado	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.
Medio	Televisión y Cine
Duración	30 seconds
Mercado	Reino Unido
Productora	Gorgeous Enterprises
Producción de sonido	Wave Studios
Responsable de conceptos / redactor	Paul Jordan
Director artístico	Paul Jordan
Responsable de conceptos / redactor	Angus Macadam
Director artístico	Angus Macadam
Realizador	Chris Palmer
Montador	Paul Watts
Montaje	The Quarry
Director artístico	Tom Sparks
Director creativo	Jim Thornton
Productor	Rupert Smythe
Productor de la agencia	Emma Gooding
Responsable de cuentas de agencia	James Smith
Planner	Becky Barry
Marketing Manager	Gemma Regniez