Webby Awards 2009
Reduce the number of driving offences amongst 17-25 year old blokes by showing how driving illegally is a threat to their independence.
Lose your license and you are just a kid again.
Play combined an HD shoot and CGI mapping techniques to produce a series of high-octane ads featuring illegal driving behaviours being perpetrated by cars that initially appeared to be real. However, each ad had a twist in the tail with a wholly unexpected climax being reinforced by the unifying end line, 'Lose your licence and you're just a kid again.'
The ads were placed across male orientated sites such as Max Power, Top Gear and MSN. Since going live the campaign has experienced an interaction rate of up to 34% compared to an industry average of 9.50% (Double Click).
