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AMV BBDO Tests Concentration with Poignant DfT Print Campaign

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Agency splices phone content with oncoming traffic to prove how distracting phones can be

AMV BBDO Tests Concentration with Poignant DfT Print Campaign

With a predicted 500,000 people offending each day, mobile use whilst driving is a widespread issue. Couple this with the fact that research shows using a mobile can slow reaction times by up to 50%, it is also a life threatening one. Department for Transport and AMV drew upon this statistic to create a series of print executions highlighting the fact that ‘You can’t concentrate on the road and your mobile phone’. 

The trilogy of work created by AMV BBDO, shows content that you would typically view on a phone (a selfie, a holiday snap and a football game) and splices an image of oncoming traffic behind it. The viewer takes in the stronger photo before registering the road behind, mirroring the behaviour of looking at your phone whilst driving. The takeout is clear, you cannot concentrate on both things at once and not paying attention to the road can be deadly. 

The campaign broke online and in government stakeholder media in January and has subsequently run in OOH and print media.

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Advertiser: Department for Transport

Media Agency

Media Agency: Carat

Print / OOH

Photographer: Adam Hinton

Creative Agency

Creative Agency: AMV BBDO

Planner: Tom White, Pippa Morris

Producer: (Art) Jaki Jo Hannan

Creatives: Antony Nelson and Mike Sutherland

Categories: Corporate, Social and PSAs, Road safety

AMV BBDO, Wed, 25 Mar 2015 15:59:08 GMT