Think!

Brief: Promote road safety among young men in UK. Insights: The negativity of a behaviour appears to be perceived differently on social media than in the real life. Some people would "scold" their friends while they are in a car together but not on social networks. ​ Idea: Think! Unlike them, a campaign to address not the "driving photographers" but the people who like their photos.

1. RAISE AWARENESS
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TV-YOUTUBE SPOT  (30 sec.)

Version 1

Scene 1: INT. A hair salon with a girl inside. We also see the street out of its entrance.
SFX: pop music, played by a radio in the salon.
Scene 2: INT. Medium shot on the girl. She is scrolling on the screen of her phone, bored.
Scene 3: INT. Close-up on the screen. On Instagram, she stops on a guy’s selfie, clearly
taken while driving, and she puts a like.
Scene 4: EXT. A city street. The guy is driving his car.
Scene 5: EXT. Close-up on the guy’s face. He looks above.
SFX: The noise of a falling object, one instant before he looks above.
Scene 6: INT. Again the salon and the view on the street out of it.
The guy’s car is passing by and a giant heart falls on it. The girl suddenly looks
at the street while the hairdresser cuts her hair.
Scene 7: INT. Close up on the girl’s hair, irregularly cut. Headline showing, saying:
#driving photographers are dangerous. Liking them is, too.
Scene 8: Logo and strapline on the white screen:
Think! Unlike them.

Version 2

Scene 1: EXT. A bus stop. Guy n. 1 is waiting for the bus. We also see the street.
SFX: sounds from the street.
Scene 2: EXT. Medium close-up on the guy, drinking a coffee and scrolling on the screen
of his phone, bored.
Scene 3: EXT. Close-up on the screen. On Facebook, he stops on Guy n. 2’s selfie,
clearly taken while driving, and he puts a like.
Scene 4: EXT. A city street. Guy n. 2 is driving his car.
Scene 5: EXT. Close-up on the guy’s face. He looks above.
SFX: The noise of a falling object, one instant before he looks above.
Scene 6: EXT. Again the bus stop and the street. Guy n. 2’s car is passing by and a giant
like-thumb falls on it. Guy n. 1 suddenly looks at the street and drops his coffee
on his jacket.
Scene 7: EXT. Close up on the stain on Guy n. 1 jacket. Headline showing, saying:
#driving photographers are dangerous. Liking them is, too.
Scene 8: Logo and strapline on the white screen:
Think! Unlike them.
GUERRILLA EXECUTIONS
Cars parked around the streets and stickers on each car.




2. CALL TO ACTION

GUERRILLA EXECUTIONS
Flyers under windscreen wipers.


INSTAGRAM
Direct intervention by Think!


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