With today’s teenagers operating in a fast, always-on world, the campaign aims to make ‘slow’ cool, in a re-imagination of the hare and the tortoise fable.

Two groups of masked teens make their way towards the Hare and Tortoise fancy dress party. The tortoises play it cool, and have no fear of arriving fashionably late. The hares race to be there 1st, making fast and erratic decisions that eventually lead to their tragic downfall - a road accident. The tortoises arrive at the finish unmarked. The film ends with the call to action - ’Think Slow When Crossing’.

The music is an original score realised and arranged with a combination of classical and modern instruments that reflect the modern telling of a classic fable.

Conceptually, the approach was to create a piece of music to show that fast has its consequences, as the hares find out during the film. In order to do this the score begins with a simple, memorable melody that slowly loops. More instruments are introduced to the arrangement and the tempo increases as the race progresses. Eventually the melody becomes so fast it spirals out of control and ends abruptly. This coincides with the crash scene. After a short pause, the slow melody begins once again along with our ultimate call to action 'Think Slow When Crossing'. The aim was to create something timeless and magical that worked in harmony with the VO, but would be a lighter contrast to the edgy, dark urban visuals.