The Department for Transport and Y&R London Rethink the THINK! Drink Drive Campaign

The Department for Transport and Y&R London Reconsider the THINK! Consume Drive Campaign

Project to assist end of drink driving was produced by Y&R London and directed by Jim Bolton

Y&R London has actually launched a brand-new tactical instructions and innovative campaign for the Department for Transport's THINK! beverage drive activity which contacts mates to look after each other on a night out. The creative, breaking Monday, targets young guys aged 17-24 with the line, "A Mate Doesn't Let A Mate Consume Drive."

"Whilst previous UK roadway safety campaigns have generally focused on the dire effects of beverage driving, the prevailing 'it will not occur to me' mindset of this particular young male audience has actually indicated such techniques have actually had progressively less impact over recent years," Emily James, Y&R chief method officer, stated. "This brand-new strategy, rooted in behavioural psychology, eschews the standard parent-child vernacular of standard beverage drive campaigns and rather makes use of peer dynamics to cops and affect the relationship group."

The new creative work intends to provide buddies, who frequently feel too awkward to intervene, the ways and means to stop mates from drink driving. Taking comic motivation from the infamous pottery scene in the movie Ghost, the campaign changes Patrick Swayze and Demi Moore with Sean and Josh, a pair of normal boys on a night out. Drawing on the authentic affection that exists in between male pals and delivered in the cringe-inducing style of small talk and humour they all take pleasure in, the campaign reveals young males ways to intervene with a drink-driving mate by getting him from behind, clasping his pint in both hands and singing the lyrics to 'Unchained Tune' into his ear prior to taking his drink far from him.The creative, produced by Y&R London and directed by Jim Bolton, will include a 60 second social movie on Instagram, Facebook, Snapchat and Twitter and a 30 2nd VOD airing March 12th.

Jon Burley, chief creative officer, Y&R, stated: "Humour can be simply as effective a psychological trigger as shock and melodrama. Young men have been informed over and over again in a myriad of compelling projects that drink driving can have deadly consequences, however with countless injuries and numerous deaths on the roads every year, we had to attempt something that resisted the default behaviours of the category."

Creative Firm

Imaginative Agency: Y&R London

Innovative Director:Jim Bolton

Strategist:James Dowler

Chief Creative Officer:Jon Burley

Agency Production:Emily Brownlow

Account Executive:Laura Moon

Creatives:Nina Beyers, Tom Espezel-Bentley, Sean Johnson, Josh Pearce

Account Director:Adam Tynan

Offline

Edit Business: The Playroom

Editor:Nick Allix

Post Production/ VFX

Post Production Company: Time Based Arts

Producer:Jo Gutteridge

Online Artist:Simone Grattarola

Music

Sound Production:Factory

Source

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