Sheep Become Billboards to Help Brits Drive Safely

Road Safety Spot Takes Unusual Approach to Driver Education

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Editor's Pick

Sheep and cows become billboards in AMV BBDO's latest road safety spot for the Department of Transport's "THINK!" campaign.

For the "Helpful Hazards" ad, the agency painted messages of caution onto farm animals as an eye-catching way to warn drivers of potential dangers on narrow country roads, which often feature hidden bends and unexpected obstacles. Using stencils and spray paint, the agency branded sheep with messages such as "Slow down," and "Sharp bend ahead," while a cow warns, "Anticipate hazards," and a message on a pile of hay bales asks drivers to, "Beware concealed entrances."

Unexpected hazards are often the cause of car accidents, so the use of unconventional media is designed to encourage people to re-examine their driving habits, using the element of surprise.

The spot uses humor and charm to get across the kind of message that is often delivered through shock tactics (although we can't help but wonder if the animals-turned-billboard were at risk of becoming roadkill, given their new duties).

The ad was directed by Nick Angel through AMV-Flare.

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About

Credits
Date
Oct 27, 2015
Agency:
AMV BBDO London
Client:
Department of Transport
Creative Director:
Steve Jones
Creative Director:
Martin Lorraine
Copywriter:
Michael Hughes
Art Director:
Dalatando Almeida
Agency Planner:
Tom White
Agency Planner:
Pippa Morris
Agency Account Man:
Ben Griffiths
Agency Account Man:
Anna Covell
Agency Account Man:
Georgia Totvanian
Agency Producer:
Selina Dey
Media Agency:
Carat
Media Planner:
Greg Paterson
Production Company:
AMV Flare
Assistant Producer:
Aimee Levick
Assistant Producer:
Nuroon Miah
Director:
Nick Angell
Production Co. Producer:
Selina Dey
Post-Production Company:
AMV Flare
Audio Post-Production:
Unit
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