EYES by Leo Burnett London for Uk Government Department For Transport

EYES

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Industry Against Drugs, Traffic safety
Media Promo & PR, Case study
Market United Kingdom
Agency Leo Burnett London
Executive Creative Director Jonathan Burley
Art Director Ed Morris, Richard Brim
Copywriter Andy Drugan, Daniel Fisher
Editor Art Jones At Speade
Released December 2009

Credits & Description

Category: Best Use of Other Digital Media, including Mobile Devices
Advertiser: DEPARTMENT FOR TRANSPORT
Product/Service: ANTI-DRUG DRIVING CAMPAIGN
Agency: LEO BURNETT
Date of First Appearance: Dec 13 2009 12:00AM
Entrant Company: LEO BURNETT, London, UNITED KINGDOM
Executive Creative Director: Jonathan Burley (Leo Burnett)
Copywriter: Andy Drugan/Daniel Fisher (Leo Burnett)
Art Director: Ed Morris/Richard Brim (Leo Burnett)
Agency Producer: Emma Bewley (Leo Burnett)
Production Company Director: Ringan Ledwidge (Rattling Stick)
Production Company Producer: Sally Humphries (Rattling Stick)
Post Production House: The Mill
Editor: Art Jones (Work Post)
Director of Photography: Jess Hall
Media placement: TV - Carat - 13th December

Results and Effectiveness
Data not yet available.

Creative Execution
‘Your eyes will give you away' became the campaign's central premise. The TV ad used advanced post production techniques to exaggerate the eyes of a car full of friends to act as a metaphor for their impairment. The car then gets pulled over by the police.

Insights, Strategy & the Idea
The objective was to raise awareness of the fact that drug driving is a criminal offence which the police are trained to spot, and that the consequences of a conviction are exactly the same as those for drink driving. 18-32 year-old drug drivers did not believe that their driving was impaired or that they can be caught. The task was to make them take drug driving seriously by puncturing the permissive “bubble” they had created around their behaviour with incontestable fact: drugs have an involuntary effect on the eyes that the police can test for.