AMV BBDO created “Helpful Hazards” on a country road for the latest in the U.K. Department of Transport’s “THINK!” campaign.
The PSA opens with the message “On average 3 people die every day on country roads,” adding that “Unexpected hazards are often the cause.” So AMV BBDO, THINK! and a local farmer teamed up to create such “Helpful Hazards” as a livestock spray-painted with messages like “Slow Down,” “Sharp Bend Ahead” and “Anticipate Hazards.” It’s a clever way to deliver the message, a welcome departure from typical road safety fare which will hopefully resonate with drivers who saw the hazards firsthand and viewers of the 60-second spot alike. The spot, which launched online last Thursday, will continue to run for five weeks.
Credits:
CREATIVE AGENCY: AMV BBDO
PRODUCER: Selina Dey
PLANNER: Tom White, Pippa Morris
CREATIVE DIRECTOR: Steve Jones and Martin Lorraine
COPYWRITER: Michael Hughes
ART DIRECTOR: Dalatando Almeida
ACCOUNT MANAGEMENT: Ben Griffiths, Anna Covell, Georgia Totvanian
PRODUCTION COMPANY: AMV – Flare
PRODUCTION ASSISTANT: Aimee Levick, Nuroon Miah
PRODUCER: Selina Dey
DIRECTOR: Nick Angel
POST PRODUCTION HOUSE: AMV – Flare
MEDIA AGENCY: Carat
PLANNER: Greg Paterson