'Got the Message?
Young drivers are not only the most inexperienced on the road, they're also the biggest users of mobile phones when driving. In order to get their attention, we invented 'sneaky face' - the not so attractive face you pull taking a glimpse of your phone, when your eyes should be on more important things - like the road.
The headline driven campaign visually mimicked smart phone messages to reach drivers of all ages across print, outdoor, digital, cinema, radio, retail. Lenticular sneaky face postcards were also handed out at music festivals and an informative paralax-scrolling online hub was developed to engage and outline the full changes to the law.