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THINK! uses 100 pink kittens to forewarn drivers how distracting mobile phones can be

THINK! has launched a bizarre campaign that's using 100 powder pink kittens to communicate the dangers of using a mobile phone while driving.

As the law gets more severe on those caught using their phones while driving, the group has developed a PSA in response to figures from the RAC claiming that more than a third of young drivers aged between 17 and 24 admitted to using their phone when driving.

The video sets a task: viewers are to count as many of the 100 kittens as possible (once at pace, and again at a more leisurely scrawl). It looks to communicate how much of the road a driver misses with a 2.3 second glance at a mobile phone. Amid all the distractions is the very real danger of a collision with a pedestrian.

Alex Grieve and Adrian Rossi, executive creative directors at AMV BBDO, said: "We thought we’d seen just about every possible idea on THINK! Then we saw ‘Pink Kittens’. It’s fresh, surprising and most importantly, thought provoking”.

Aphex Twin also allowed, for the first time, the use of the Windowlicker track in an ad, further marking the achievements of the development team We Are From LA and AMV BBDO.

Further marking the activity a 100 foot pink banner communicating the message was unveiled at Stratford International station.

Vote for the ad in The Drum's Creative Works below.

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