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.'
Since going live last month over 15,000 Londoners have expressed interest in the campaign, with around half of these users visiting the Transport for London website for more information.
