BACKGROUND
Everyone knows that speeding is bad. Yet people do it anyway. We were tasked with getting through to the worst offenders - young male drivers. We knew they were desensitised to advertising scare tactics, but loved funny videos. So we decided to take a more entertaining approach.
INSIGHT
Having a car means freedom. Lose your license? Lose your life.
IDEA
We created a series of short social films, featuring Cam our woeful protagonist, and his trusty old school bike. Each vignette got to the heart of what it’s like to be young and license-less. From big hills, to the daily commute, to impressing girls. Speeding slow you down.
Compilation
Rusty Old Bike
Skid Mark
Overtaking Lane
Heartbreak Hill
The Big Wide
Cadence Chaos