Creative Director's Choice: Brave's Caroline Paris praises Pink Kittens from Think
Creative Director’s Choice gives creative directors a chance to highlight the current work they think is the best out in the ad world – the ads and campaigns they believe are making a difference.
Think! Pink Kittens campaign for road safety
Use your phone at the wheel, just for a second? Who actually still does that?
Millions of people, apparently. It’s not that they don’t know it’s against the law, it’s just that they can’t stop themselves. Mad really. But as we know, our relationship with technology has changed, which means people will take a ‘little risk’ for that dopamine hit.
Millennials are arguably one of the worst groups for it and that’s why they’re the target for this Think! campaign. Getting this crowd to tear themselves away from their online social lives, to stop and take notice – not of their phone, but of the dangers of it – is not easy. To actually understand what they can miss when they glance at their mobile for as little two-and-a-bit seconds, was the challenge for Think! Road safety.
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In past years, Think! have showed the shocking results of drunk or distracted driving accidents; the horrific repercussions and heartbreak, and they have done it lots of times. But for this different audience and the specific problem of using your phone at the wheel, they needed to cut through and reach those who think they’re invincible. Those who think they’re sharper, faster, and more perceptive than the stats. Those that don’t think it will ever be them.
Which is why this pink on pink campaign from AMV BBDO, for me, is different. Not just for the relevance to this audience of the aesthetic, soundtrack, or music video directors – which I love – but for the way the spot is almost ‘gamified’ to challenge the viewer and their perception skills.
I saw this ad for the first time in the cinema. There I sat, half appreciating this trippy, one-shot film with its Aphex Twin soundtrack. Whilst the other half of me was speed- 'Whatsapping' my Mum about Christmas (which of course, was absolutely essential to do in the minutes before the start of Blade Runner). When I was drawn into ‘the game’… ‘DID YOU SPOT THE PINK KITTEN?’
No? I didn’t. In fact, I am 100% certain that there wasn’t a pink kitten.
But as the film instantly took me back and I saw not one, but one hundred pink kittens all leading me to the last. The final one that really mattered, the one being held by the little girl crossing the road with her Mum in front of a driver who is looking at the wrong screen.
At that point, I awkwardly put my phone away (the media placement and message was not lost on me and my very un-cool cinema etiquette) and I thought on how I’d been drawn into the game, before the impact of the piece set in. And for the first time in a long time, this softer, pinker approach from for Think! wasn’t what I expected, which in itself was the more shocking, memorable thing.
Caroline Paris is creative director at London agency Brave.
View the Pink Kittens spot by clicking the Creative Works box below.
To see the latest creative ads and campaigns, visit The Drum’s Creative Works section. If you or your creative director would like to be featured in our Creative Director’s Choice, please contact Kyle O’Brien at email@example.com.