Think! - "Group Chat"

VML

VML London, Reino Unido

1598

Esse anúncio faz parte da Coleção ACT Responsible

Marca: Think!
País: Reino Unido

Anunciante: Department for Transport

Titulo	Group Chat
Agência	VML
Campanha	Guardian Mates
Anunciante	Department for Transport
Marca	Think!
Data da primeira Transmissão/Publicação	2022 / 3
Sector Empresarial	Segurança rodoviária
Filosofia	The Department for Transport today announces its new campaign for THINK! to help reduce handheld mobile use amongst young drivers. The work coincides with the introduction of stricter laws in Great Britain making virtually any use of a handheld mobile at the wheel illegal. Guardian Mates, created by brand and customer experience agency VMLY&R London, uses the power of influence and respect between mates to help drivers tackle the temptation to pick up their mobile while driving. The campaign aims to get drivers to confront their own perceptions and behaviour by making mates present in the issue, even when they’re not present in the car. In the UK, the issue is more prevalent among drivers aged 17-24, with 42% admitting they occasionally make or receive calls on a handheld mobile while driving . But even among people of any age, over 50% are more likely to use their mobile at the wheel when alone than with passengers. A surreal series of films sit at the heart of the campaign, following two young drivers tempted to use their phones while behind the wheel. As they reach out to pick up their mobile, they are humorously reminded ‘Hands on the wheel? Hands off your phone’ by their suddenly present, safety-conscious guardian mates. The campaign launches in line with the introduction of new laws across Great Britain making the use of a handheld mobile at the wheel illegal in virtually any circumstances. The law also makes it easier for police to enforce, with those caught risking fines up to £1000, and 6 penalty points - enough to lose your licence in the first year after passing your test. Guardian Mates was directed by Josh Cohen through OB Management, the team behind THINK!’s recent Mates for Life campaign. The work launches as a series of films across VoD and online with further activations across social and radio. Campaign research and insights from Kantar, Partnership from 23Red, with media planning and buying by Wavemaker and Manning Gottlieb OMD.
Tipo de Mídia	Interatividade
Comprimento	30 seconds
Pós produção	Absolute Post
Auditivo	750mph
Director de publicidade	Laura Hill
Produtora	OB Management
Realizador	Josh Cohen
Assistant Director	Chris Malin
Produtor executivo	Sam Holmes
Director de fotografia	Pieter Snyman
Produtor	Craig Dixon
Production Manager	Laura Thomas-Smith
Editor	Harry Davidson
Editor	Josh Cohen
Casting Director	Emma Garrett
Produtora	Filming Scotland
Produtor	Fraser Jamieson
Colorist	Matt Turner
VFX Supervisor & 2D Lead	Ben Robards
Motion Graphics	Jonnie Bursnell
CGI	Frank Engen
Executive Post Producer	Sophie Vaughan
Production Assistant	Maddie Godsill
Sound Engineer	Jake Ashwell
Music Supervision	Twenty Below Music