| Titre | Group Chat |
| Agence | VML |
| Campagne | Guardian Mates |
| Annonceur | Department for Transport |
| Marque | Think! |
| Date de première diffusion/publication | 2022 / 3 |
| Secteur d'activité | Sécurité Routière |
| Philosophie | The Department for Transport today announces its new campaign for THINK! to help reduce handheld mobile use amongst young drivers. The work coincides with the introduction of stricter laws in Great Britain making virtually any use of a handheld mobile at the wheel illegal. Guardian Mates, created by brand and customer experience agency VMLY&R London, uses the power of influence and respect between mates to help drivers tackle the temptation to pick up their mobile while driving. The campaign aims to get drivers to confront their own perceptions and behaviour by making mates present in the issue, even when they’re not present in the car. In the UK, the issue is more prevalent among drivers aged 17-24, with 42% admitting they occasionally make or receive calls on a handheld mobile while driving . But even among people of any age, over 50% are more likely to use their mobile at the wheel when alone than with passengers. A surreal series of films sit at the heart of the campaign, following two young drivers tempted to use their phones while behind the wheel. As they reach out to pick up their mobile, they are humorously reminded ‘Hands on the wheel? Hands off your phone’ by their suddenly present, safety-conscious guardian mates. The campaign launches in line with the introduction of new laws across Great Britain making the use of a handheld mobile at the wheel illegal in virtually any circumstances. The law also makes it easier for police to enforce, with those caught risking fines up to £1000, and 6 penalty points - enough to lose your licence in the first year after passing your test. Guardian Mates was directed by Josh Cohen through OB Management, the team behind THINK!’s recent Mates for Life campaign. The work launches as a series of films across VoD and online with further activations across social and radio. Campaign research and insights from Kantar, Partnership from 23Red, with media planning and buying by Wavemaker and Manning Gottlieb OMD. |
| Type de média | Digital |
| Longueur | |
| Post production | Absolute Post |
| Audio | 750mph |
| Responsable de la publicité (annonceur) | Laura Hill |
| Maison de production | OB Management |
| Réalisateur | Josh Cohen |
| Assistant Réalisateur | Chris Malin |
| Producteur exécutif | Sam Holmes |
| Directeur de la photo | Pieter Snyman |
| Producteur | Craig Dixon |
| Directeur de la production | Laura Thomas-Smith |
| Monteur | Harry Davidson |
| Monteur | Josh Cohen |
| Casting Director | Emma Garrett |
| Maison de production | Filming Scotland |
| Producteur | Fraser Jamieson |
| Coloriste | Matt Turner |
| VFX Supervisor & 2D Lead | Ben Robards |
| Motion Graphics | Jonnie Bursnell |
| CGI | Frank Engen |
| Executive Post Producer | Sophie Vaughan |
| Assistant de Production | Maddie Godsill |
| Sound Engineer | Jake Ashwell |
| Music Supervision | Twenty Below Music |
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