WHEN DISTRACTION MAKES ITS POINT BY DISTRACTING
The Road Safety Trust was set up to support awareness and deliver educational communications around road safety issues. Collaborating with Clemenger BBDO, Watermark designed the creative for a television campaign that could highlight the perils and consequences of distracted driving.
We all know the dangers of distraction on the road such as mobile phone use, listening to music and eating food, when our primary focus should really be on driving safely. Our research highlighted that our brains are simply unable to properly perform two things at once.
Working to the campaign name, ‘Distracted Brains’, we set out to prove a point and create illustrations that had the impact to completely distract the viewer, only this time drivers would be distracted by the right communications – those aiming to change their risky behaviour. The television campaign used a series of three markedly different illustrations created by separate Watermark artists. These were then animated inhouse by Watermark’s Dave Way.
The Road Safety Fund
Clemenger BBDO, Wellington