Credits:
Synopsis
The audience are asked to take an awareness test, counting the number of passes between a group of basketball players. A voice-over then announces the answer, before revealing the true test was something different entirely. By doing this the viewer is able to experience a phenomenon called 'attention blindness' first hand - a major factor in cycling accidents in the UK. The ad ends with the title - 'It's easy to miss something you're not looking for. Look out for cyclists'.
Category: Public Health & Safety
Title:
AWARENESS TEST
Advertiser: TRANSPORT FOR LONDON
Product/Service: CYCLE SAFETY
Entrant Company, City: WCRS, London
Country: UNITED KINGDOM
Advertising Agency, City: WCRS, London
Country: UNITED KINGDOM
Creative Director: Yan Elliott/Luke Williamson
Copywriter: Tom Spicer/Simon Aldridge
Art Director: Kit Dayaram/Vince Chasteuneuf
Agency Producer: James Letham
Account Supervisor: Fergus Adam
Production Company, City: GORGEOUS ENTERPRISES, London
Country: UNITED KINGDOM
Producer: Rupert Symthe
Director: Chris Palmer
D.O.P/Lighting Cameraman: Ben Seresin
Editor: Paul Watts
Sound Design/Arrangement: Wave
Post Production: Glassworks
