I worked as a Group Head at D’Arcy where we pitched and won the COI’s Teens Road Safety campaign. I was asked to write a 60 second commercial to run in cinemas only. After a very successful launch and positive feedback from both stakeholders and the public, the ad ran on national TV.
The commercial was directed by Chris Palmer and won several awards including Campaign’s Top 10 Cinema Commercials of the year, Carlton Cinema awards and Creative Circle.
For the poster campaign we took a different approach. We knew that one of the reasons teenagers were not paying attention to the traffic was because they were distracted by their smartphones. We made the posters look like screengrabs from video games, which worked particularly well on the back-lit adshells, which were the chosen media. We deliberately gave them a retro 8-bit feel.
The three headlines re-enforced the idea that if you don't pay attention to the roads you'll be losing a lot more than a video game.
All three posters received commendations at the Campaign Poster awards.
The three headlines re-enforced the idea that if you don't pay attention to the roads you'll be losing a lot more than a video game.
All three posters received commendations at the Campaign Poster awards.