The Brief:
The purpose of this campaign is to create behaviour change and raise awareness around the issue of the dangers of being distracted by mobile phone use whilst driving or crossing the road as a pedestrian. The imagery used should not be dark, gory or confronting. A tag line should be developed along with a URL for a webpage and that URL should be available for purchase.
Target Audience:
The target audience is young adults who are 17 to 25 year old.
Process:
We were tasked with undertaking research with the target audience to determine what it was about phone use that was causing the dangerous distractions. As a class group we interviewed over 100 individuals. Surprisingly, at least to me, was that skipping songs on Spotify was a major cause of distraction.
My first design was an anthropomorphic phone character that would be jiggling about on the dashboard vying for attention. A basic animation was shown at a mid point briefing but, partly due to a poor background colour choice, the idea soundly rejected. (curious as to why a colour? You can use the contact form and I might just tell you why).
So it was literally back to the drawing board as I had exhausted my best idea. It's tricky to make behaviour change road safety imagery without going gory. How about representing the mechanism of the distraction? The play button. Borrowing a little from Patricia Piccinini's Car Nuggets and the look of Hot Wheels Cars, I worked the play button into a duco covered play button smashing into a phone. Art directing smashing glass is tedious but worth the effort. I also employed a particle system to spread a bit of broken metal in with the fractured glass.
There were three deliverable for this project. All of them out of home products. A large outdoor billboard, an interior billboard and an AdShell. The square hero image would lend itself to various proportioned displays.
