AMV BBDO & THINK! Create Helpful Hazards

In the latest work from AMV BBDO London the agency hits the countryside to tackle the shocking fact that on average, three people lose their lives on roads away from the city.

The new campaign sees potential obstacles on the road such as farm animals and haystacks on the back of moving vehicles turned into helpful hazards with warning messages applied in spray paint. 

The stunt aims to get drivers to realise there are unexpected hazards behind blind bends and that they need to be more cautious on their travels.

THINK! partnered with a farmer to spray the safety messages onto sheep, cows, tractors and lorries so people driving through the countryside would take notice and rethink their behaviour.

THINK! is galvanising the countryside to stand up for safer roads, using its own voice to save lives. No one can see around corners, and this campaign aims to get drivers to prepare for the unpredictable nature of country roads, to think about the hazards that might be around the corner, and brake before the bend.

hil Vickery, former England rugby player and countryside resident has also got behind the campaign by using the same stencils to spray paint his horse, helping to spread the message and warn other drivers of the dangers on country roads.

The tone of the web film (below) to spearhead the message opts to charm and humour drivers with the communications rather than use shock tactics to scare people into changing their behaviour.

The campaign will run online for five weeks. For more information and background visit THINK!'s website.