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

Leo Burnett

Leo Burnett London, United Kingdom

Премии

19118

Это объявление является частью "ACT Responsible Collection"

Бренд: THINK! Road Safety
Страна: United Kingdom

Рекламодатель: Department for Transport

Заголовок	Teenage Road Safety 'Camera Phone'
Агентство	Leo Burnett
Кампания	Teenage Road Safety 'Camera Phone'
Рекламодатель	Department for Transport
Бренд	THINK! Road Safety
Дата первой трансляции/Публикации	2005 / 8
Продукт	Road Safety
Бизнес сектор	Безопасность дорожного движения
Слоган	55 teenagers a week wish they'd given the road their full attention
История	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.
философия	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.
Проблема	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.
Результат	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.
Тип медиа	Телевидение и кино
Длина	30 seconds
Рынок	United Kingdom
Продакшн Студия	Gorgeous Enterprises
Производство аудиофонограмм	Wave Studios
Копирайтер	Paul Jordan
Арт-директор	Paul Jordan
Копирайтер	Angus Macadam
Арт-директор	Angus Macadam
Директор	Chris Palmer
Редактор	Paul Watts
Редакционная компания	The Quarry
Арт-директор	Tom Sparks
Креативный директор	Jim Thornton
Продюсер	Rupert Smythe
Продюсер агентства	Emma Gooding
Специалист по работе с заказчиками	James Smith
Planner	Becky Barry
Marketing Manager	Gemma Regniez