| Title | Teenage Road Safety 'Camera Phone' |
| Agency | Leo Burnett |
| Campaign | Teenage Road Safety 'Camera Phone' |
| Advertiser | Department for Transport |
| Brand | THINK! Road Safety |
| Date of First Broadcast/Publication | 2005 / 8 |
| Product | Road Safety |
| Business Sector | Road Safety |
| Tagline | 55 teenagers a week wish they'd given the road their full attention |
| Story | 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. |
| Philosophy | 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. |
| Problem | 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. |
| Result | 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. |
| Media Type | Television & Cinema |
| Length | |
| Market | United Kingdom |
| Production Company | Gorgeous Enterprises |
| Sound Production | Wave Studios |
| Copywriter | Paul Jordan |
| Art Director | Paul Jordan |
| Copywriter | Angus Macadam |
| Art Director | Angus Macadam |
| Director | Chris Palmer |
| Editor | Paul Watts |
| Editing Company | The Quarry |
| Art Director | Tom Sparks |
| Creative Director | Jim Thornton |
| Producer | Rupert Smythe |
| Agency Producer | Emma Gooding |
| Account Manager | James Smith |
| Planner | Becky Barry |
| Marketing Manager | Gemma Regniez |
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