AMV BBDO has created Cycle Safety – a new campaign for THINK!, which aims to reduce the number of cyclists killed by HGVs at junctions. The film breaks online on 26th September and will run on YouTube, Facebook and Twitter.
The film showcases a number of scenarios where two objects are on a collision course culminating in an HGV and a left hand turn. Cycle Safety highlights the danger for cyclists by comparing the situation to a number of other of things no one would want to get caught between: a grand piano and the pavement, two heavyweight boxers, a crazed kid and a piñata, two boxers lining up a punch, a butcher with a knife and a joint of meat, a celebrity and their screeching fans.
The idea is that as a cyclist, getting between a lorry and a left turn is the equivalent of getting between the other scenarios pictured in the film. One out of every three collisions between cyclists and lorries take place at left turns making the space between lorries and left turns the most dangerous area for cyclists. Two versions of the film will circulate online: one in which the cyclist gets crushed and another which resolves in him doing the correct behaviour of hanging back.
By offering the advice of “Hang Back” THINK! hope that less cyclists will find themselves in the dangerous situation.
Agency Production: Greg Kates
Art Director: Nadja Lossgott
Copywriter: Nick Hulley
Creative Agency: AMV BBDO
Director: Tom Haines
Planner: Pippa Morris