Cannes Lions

CYCLE SAFETY

WCRS, London / TRANSPORT FOR LONDON / 2008

Awards:

1 Gold Cannes Lions
1 Shortlisted Cannes Lions
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Overview

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OVERVIEW

Description

The audience are asked to take an awareness test, counting the number of passes between a group of basketball players. A voice-over then announces the answer, before revealing the true test was something different entirely. By doing this the viewer is able to experience a phenomenon called ‘attention blindness’ first hand – a major factor in cycling accidents in the UK. The ad ends with the title – ‘It’s easy to miss something you’re not looking for. Look out for cyclists’.

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