THINK!: advert-body-3 by AMV BBDO
- Location:
Following an increase in the penalties for using your phone whilst driving in March, Think! have launched their latest campaign. The hero film ‘Pink Kittens’ features 100 pink kittens, and aims to educate young drivers on how much you miss when you glance at your mobile. Launching today, it will run online, in cinemas and on social media.
More than a third of young drivers aged between 17 and 24 admitted to using their phone and when driving (RAC, 2016). The campaign’s ambition is to highlight just how much you can miss when you use a mobile phone while driving, and establishes that if a driver looks down for 2.3 seconds at 30m/h (48kkm/h) they miss 100ft (30m) of road.
‘Pink Kittens’ challenges viewers to see if they can spot the pink kitten, when taken through the 100 foot scene in real time. It’s only when the film is played back in super slow motion that the audience begins to discover how many pink kittens they’ve missed.
Credits
Laura Kane – Senior Marketing Manager,
Susie Seldon – Marketing Manager
Creative Agency: AMV BBDO
Creative Director: Nicholas Hulley, Nadja Lossgott
Copywriter: Neil Clarke
Art Director: Jay Phillips
Agency Planner: Tom White, Alaina Crystal, Emma Stafford
Agency Account Man: Katie Stanley, Tamara Klemich, Amy Tippen, Jess Smith, Luke Hickey
Agency Producer: Verity Elvin
Media Agency: Carat
Media Planner: Kate McNiven, Steve Shaw
Production Company: Iconoclast London
Director: We Are From LA
Executive Producer Anna Smith
Producer: Emily Rudge
Director of Photography: Rina Yang
Editor: Paul O’Reilly
Edit House Stitch
Edit Producer Alice Clarke
Grade: James Bamford
Post-Production: The Mill
Post-Production Producer: Simon Bath
Sound Designer Sam Ashwell
Sound House 750MPH
