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

Leo Burnett

Leo Burnett London, Regno Unito

Premi

19072

Questo spot fa parte della collezione ACT Responsible

Marca: THINK! Road Safety
Paese: Regno Unito

Cliente: Department for Transport

Titolo	Teenage Road Safety 'Camera Phone'
Agenzia	Leo Burnett
Campagna	Teenage Road Safety 'Camera Phone'
Cliente	Department for Transport
Marca	THINK! Road Safety
Data di Prima Diffusione/Publicazione	2005 / 8
Prodotto	Road Safety
Settore	Road Safety
Slogan	55 teenagers a week wish they'd given the road their full attention
Trama	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.
Filosofia	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.
Risultato	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.
Tipo di Media	Televisione e Cinema
Lunghezza	30 seconds
Market	Regno Unito
Casa di Produzione	Gorgeous Enterprises
Sound Production	Wave Studios
Copywriter	Paul Jordan
Art Director	Paul Jordan
Copywriter	Angus Macadam
Art Director	Angus Macadam
Director	Chris Palmer
Editor	Paul Watts
Editing Company	The Quarry
Art Director	Tom Sparks
Creative Director	Jim Thornton
Producer	Rupert Smythe
Agency Producer	Emma Gooding
Account Manager	James Smith
Planner	Becky Barry
Marketing Manager	Gemma Regniez