Road Safety Authority Ireland - "Anatomy of a split second"

BBDO Dublin

BBDO Dublin Dublin, Ireland

17176

Title	Anatomy of a split second
Agency	BBDO Dublin
Campaign	A Split Second
Advertiser	Road Safety Authority Ireland
Brand	Road Safety Authority Ireland
Date of First Broadcast/Publication	2015 / 9
Business Sector	Institutional/Public Interest/Non-Profit Org.
Story	Texting while driving makes you up to 23 times more likely to crash. So why do some people still do it? The answer is that if you’ve gotten away with it once, you think you’ll get away with it again. But it only needs to happen once, and in the words of so many victims of road traffic crashes: “it only takes a split second”. Our latest campaign for mobile distraction focuses on just this point. We see a split second under the microscope – caught in time. A split second is all it takes. And of their mobile phone, we ask the viewer: “would it kill you to put it away?”
Media Type	Television
Length	50 seconds
Communications Manager, Road Safety Authority	Brian Farrell
Communications Department, Road Safety Authority	Annette Regan
Copywriter	Dillon Elliott
Art Director	Clayton Homer
Executive Creative Director	Dylan Cotter
Account Director	Ken Karr
Account Manager	Dave Power
Production Director	Noel Bryne
Director, Partizan	Martin Stirling
Producer, Partizan	Miranda Johnstone
DOP, Partizan	Carl Burke
Editor	Kevin Konak
Post Production	Smoke & Mirrors
Post Producer, Smoke & Mirrors	Sophie Harrison
Sound, The Sound Factory	Jon Clarke
Music	Silas Hite