We executed this idea as a 40" television commercial which ran on multiple channels, in cinemas nationally and also online.Online, we had a unique opportunity to dramatise the insistent nature of the memory by creating an audio banner ad that actually followed the user from page to page. This ran as a sequential placement on The Guardian website.

The campaign has had an immediate impact, stamping itself on the national consciousness. The TV commercial has been viewed by over twenty million people, with an additional quarter of a million views online while the radio has been heard by nearly thirty million listeners. As well as this, the online advertising generated thousands of click-throughs to the THINK! UK YouTube channel.The imagery may be hard to watch but the message is indelible: Kill your speed or live with it.