The Department for Transport in the UK has launched a new advertising campaign tackling drug driving. The campaign informs users that police are able to tell that they’ve been using cannabis, cocaine or ecstasy based on the state of their eyes. The campaign, online at Think, includes posters, a television and online commercial, a screensaver and a pair of festival glasses.
The TV Advert
Young adults have their eyes enlarged by the Mill visual effects team to accentuate the threat of discovery by police.
Click on the image below to play the video in YouTube (HD)
Click on the image below to play the Making-Of video in YouTube (HD)
Credits
The Drug Drive campaign was developed at Leo Burnett London by executive creative director Jon Burley, creatives Andy Drugan and Ed Morris, account director Richard Bookey, agency producer Emma Bewley.
Filming was shot by director Ringan Ledwidge via Rattling Stick with producers Gemma Smith and Sally Humphries.
Post production was done at The Mill, London by Lead 2D artist Barnsley and colourist Mick Vincent. Editors were Richard Orrick and Art Jones at Work Post.
Sound was produced by Aaron Reynolds at Wave Studios. Music was composed by Warren Hamilton.
Hmm, while I very much support the campaign, i'm not sure how successful it will be on its own. I just read in the car news section at Exchange and Mart that Peterborough council are releasing a series of adverts where victims of drug driving talk about real-life cases. http://tiny.cc/nGgxS I reckon they might be more effective, similar to the shocking drink drive ads that demonstrated the devastating effects it can have. The “eyes” adverts don't really convey that same message
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I have drug eyes all the time even though I haven´t used any stimulate including caffeine!