Titulo | Creatures of Habit (Bus) |
Agência | VML |
Campanha | Creatures of Habit |
Anunciante | Department for Transport |
Marca | It's Everyone's Journey |
Data da primeira Transmissão/Publicação | 2020 / 2 |
Produto | It's Everyone's Journey |
Sector Empresarial | Transportes públicos |
História | The UK has a rocky relationship with public transport. And research has recently found that 1 in 4 disabled people in the UK avoid public transport due to the attitudes of other travellers, impacting their access to employment, healthcare, education and a social life. To deliver our important message successfully, we needed travellers to self reflect, rather than feel accused of bad behaviour. To do this, we created a beautifully animated world, full of empathy, and used charming animal characters; simple visual metaphors highlighting the bad habits we’re all guilty of. A catchy, but sincere original song delivers our message to travellers, gently illustrating that little changes in our behaviour can go a long way to creating a more considerate, and inclusive transport system for everyone. A first for this kind of government campaign. The campaign is composed of two hero films, commuter-friendly cut downs pushed on social, out-of-home, press and two radio spots. Early results indicate strong VTR across all social channels - a core asset breaking the industry ACR on Facebook by 266%. It's been independently picked and supported by over 10 partners in charity & transport sectors. |
Tipo de Mídia | Televisão |
Comprimento | |
Client | Department for Transport |
Agency | VMLY&R |
Chief Creative Officer | Laurent Simon |
Chairman | Mark Roalfe |
Creative Director | Gavin McGrath |
Senior Creative | Perle Arteta, Christopher Joyce |
Head of Design | Chris Willis |
Strategy Director | Jonathan Ewles |
Strategist | Jamie Murray |
Business Director | Rebecca Bright |
Senior Account Manager | Elliot Duck |
Executive Producer | Tanya Fitzgerald |
Producer | Roz Lawson |
Project Director | Beth Dooley |
Signe Cold | Design - Sam Nassour |
Sean Weston | Animation - Duncan Gist, Marlène Beaube |
Christina Nerlan | Clean up animation - Joanna Boyle, Chiara Sgatti, Alexandra “Sasha” Balan, Eleonora Quario, Alex Dray |
Bethany Levy | Composite - Thomas Ricquier, Jesse Richards |
Media agency – Planning | Wavemaker |
Client Lead | Louise Rowcliffe |
Strategy Lead | Robin Thomas |
Strategy Director | Matt Hirschler |
Account Manager | Ben Isaacs |
Media agency – Buying | Manning Gottlieb |
Client Lead | Richard Haywood |
Effectiveness Manager | Ben Lees |
Partnership Agency | 23Red |
Sean Kinmont | Creative Director |
Rob Garner | Head of Design |
Rachel Tattersdill | Client Partner |
John Coote | Account Director |