THINK!

www.dft.gov.uk/drivingchallenge

The “Driving Challenge” builds upon a film made by the University of Illinois 10 years ago to demonstrate the psychological principle of inattentional blindness. Essentially, the interactive game uses this concept to directly demonstrate that your driving is impaired when talking on a mobile phone, either hand held or hands free. In fact, the game reveals that if you use your mobile phone whilst driving you are four times more likely to crash! Its whole aim is to encourage drivers to be more vigilant.

Take the test!

Credits

Client: Department for Transport

Agency: AMV BBDO

Creative: Gary Hoff, Stuart Woodall, Sean Vrabel
Account Management: Kate Gault, Giovanna Cucchi, Olivia Browne

Digital Producer: Nicola Davies

Web Production: iCG

Film Production: Brick and Pin

Director: Richard Topping
Exposure: Online


Thanks Nicolas Davies to Show me this.
IT was great to take the drive and do the test...i didnt missed the space bar question...I even saw the rabit...but i couldnt count the pedestrians at all... so im not part of 19% of people who passed the test...

=(

Its important this kind of campaigns...

Congratulations

Chelsea

Today the day of the final of Champions Leaguem i discovered this site from Chelsea

http://www.adidas.com/campaigns/signforyourclub/content/chelseafc/index.asp?strBrand_adidascom=performance&strCountry_adidascom=pt&strLanguage_adidascom=en

Even if im from MU today.....






Take a look around....

Awareness

http://www.dothetest.co.uk/





A witty mind hack and web sensorial campaign by Transport for London, aiming to reduce the number of cyclists that are hurt on London’s roads.
According to the campaign press release, researchers at Harvard University played this trick on some unsuspecting people and over 50 per cent failed to spot the change. This selective blindness is possibly the reason why motorists collide with cyclists.

Check also another video piece from Transport for London, that also plays on mind hacks.

Playing Ann Summers: Wood

Advertising Agency: Nitro, London, UK
Executive Creative Director: Paul Shearer
Creative Director: Paul Shearer
Art Director: Jess Oudot
Copywriter: Matt Leach
Executive Producer: Laura Gregory
Producer: Jeremy McWilliams
Director: Paul Shearer
Production Company: Bang/Great Guns
Editor: Ted Guard @ The Quarry