Transport for London Optical Illusions for Motorcyclists
Transport for London provide a series of optical illusions to demonstrate how difficult it is to judge distances when it comes to motorcycles.
Department for Transport research revealed why there are a high number of collisions involving cars turning right and motorcycles or mopeds. Tests show that 96 per cent of drivers judged smaller objects to be further away than they actually were. The effect of this optical illusion is to impair their judgment of speed and distance, resulting in collisions. The advert ends with a yellow block, representing a motorcyclist, smashing into the screen and cracking it like a windshield. The strapline says: “Give motorists a second thought.”
The Optical Illusions campaign was developed at M&C Saatchi, London, by copywriter Mark Goodwin, art director Graham Fink, planner Rohini Pahl and agency producer Ben Catford.
Filming was shot by Peter Seville and Marcus Werner Hed via Pundersons Gardens, London, with director of photography Jeremy Valender and producer Ted Thornton.
Post-production was done at The Moving Picture Company.
Sound was designed by Johnnie Burn at Wave Studios.
Media planners were Victoria Sangster, Alisa Buckley at Mediaedge:cia.