Tis the season to be spooky, and the new instalment of the THINK! campaign has achieved just that... Clever and to the point. Check it out on AdLab filmgood.sm/en/uk-department-for-transport-country-roads/ Directed by Giles Revell (We Folk, London) and Steve Jones/Martin Loraine (Abbott Mead Vickers BBDO, London) Production by ScanLAB Projects (London) Post-production by The Mill (London) In the UK 60% of road fatalities occur on country roads. An average of three deaths a day, almost eleven times higher than on motorways. One quarter of drivers have had a near-miss, and a third admit to taking a bend too fast. With the latest instalment in the UK Department for Transport’s THINK! campaign – Country Roads: deadlier than you think – agency Abbott Mead Vickers BBDO (London) uses 3D scanning technology to illustrate the dangers on rural roads. The agency worked with ScanLAB Projects (London) to render the scenery transparent by using laser-scanning technology. While in the real world the driver cannot see around a bend, the innovative visual technique allows the viewer to see through the foliage and identify the danger. Photographer Giles Revell and agency creatives Steve Jones and Martin Loraine have directed a spot that is ethereal and disturbing and which alludes to death with spectral colours, eerie sound design and shiver-inducing detail. The two elderly men in the pub bordering the road suggest the ghosts of those who have been killed in the past, and who are now watching and waiting for what they know will happen. https://youtube/watch?v=E3fTibaun3E
Posted on: Tue, 14 Oct 2014 09:33:38 +0000
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