Agency: AMV BBDO
Client: THINK!
Date: Oct 2017
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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.


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