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Teenage Road Safety 'Camera Phone'

文案cnen
55 teenagers a week wish they'd given the road their full attention
基本信息
行业: 公益与非盈利组织
媒体:影视
时间:2005年8月20日
投放:英国
语言:英语
风格: Minimalism
说明cnen
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.

Context


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.

Philosophy/Solution


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.

Results


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.
制作信息
品牌:
广告公司:
创意总监:
文案:
美术指导:
客户经理:
客户企划:
制片:
导演:
剪辑:
音效设计:
其他职位:Marketing Manager: Gemma Regniez
奖项
戛纳国际创意节 2006
金奖
Charities, public health & safety
戛纳国际创意节 2006
金奖
Public Health & Safety
戛纳国际创意节 2006
银奖
Alternative Media
戛纳国际创意节 2006
铜奖
Mobile Advertising, mobile phones, PDAs
D&AD 2006
黄铅笔
Digital Crafts / Direction
D&AD 2006
黄铅笔
Direct / Direct Mobile Phone Advertising
D&AD 2006
黄铅笔
Viral / Adaptation Of TV & Cinema Viral Films
Golden Drum International Advertising Festival 2006
金鼓
Interactive
伦敦国际广告节 2006
优胜奖
Direction - Dialogue
ADC*E 2006
金奖
Film (Publ. Service and Charity)
Eurobest - The European Advertising Festival 2006
铜奖
Public Health & Safety
British Arrows 2006
金奖
Public Service Advertising
British Arrows 2006
金奖
Best 30 seconds or less
British Arrows 2006
银奖
Commercials shown in cinema and on TV
British Television Advertising Craft Awards 2006
优胜奖
Best Stunts
The Creative Circle Awards 2006
金奖
Best Viral Version of a TV Commercial
The Creative Circle Awards 2006
金奖
Best Public Service Advertisement
The Creative Circle Awards 2006
铜奖
Best TV Commercial
The Kinsale Shark Awards
金奖
International TV: Public Service & Welfare
The Kinsale Shark Awards
银奖
Cinema
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