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Teenage Road Safety 'Camera Phone'

Download WEB 480×360 px HQ coming soon
headlinecnen
55 teenagers a week wish they'd given the road their full attention
basics
Industry: Public interest & Non-profit
Media:TV & Cinema
Published:Aug. 20, 2005
Market:United Kingdom
Language:English
Style: Minimalism
visual contents
credit
Brand:
Agency:
Creative Director:
Copywriter:
Art Director:
Account Manager:
Planner:
Producer:
Director:
Editing:
Sound Design:
Other credit:Marketing Manager: Gemma Regniez
descriptioncnen
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.
awards
Cannes Lions International Festival of Creativity 2006
Gold
Charities, public health & safety
Cannes Lions International Festival of Creativity 2006
Gold
Public Health & Safety
Cannes Lions International Festival of Creativity 2006
Silver
Alternative Media
Cannes Lions International Festival of Creativity 2006
Bronze
Mobile Advertising, mobile phones, PDAs
D&AD 2006
Yellow Pencil
Digital Crafts / Direction
D&AD 2006
Yellow Pencil
Direct / Direct Mobile Phone Advertising
D&AD 2006
Yellow Pencil
Viral / Adaptation Of TV & Cinema Viral Films
Golden Drum International Advertising Festival 2006
Golden Drum
Interactive
London International Advertising Awards 2006
Winner
Direction - Dialogue
ADC*E 2006
Gold
Film (Publ. Service and Charity)
Eurobest - The European Advertising Festival 2006
Bronze
Public Health & Safety
British Arrows 2006
Gold
Public Service Advertising
British Arrows 2006
Gold
Best 30 seconds or less
British Arrows 2006
Silver
Commercials shown in cinema and on TV
British Television Advertising Craft Awards 2006
Winner
Best Stunts
The Creative Circle Awards 2006
Gold
Best Viral Version of a TV Commercial
The Creative Circle Awards 2006
Gold
Best Public Service Advertisement
The Creative Circle Awards 2006
Bronze
Best TV Commercial
The Kinsale Shark Awards
Gold
International TV: Public Service & Welfare
The Kinsale Shark Awards
Silver
Cinema
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