This campaign was mainly focussed on making people think about how dangerous driving and texting is.
We used paradoxes and contradictions to create a change of thinking. For example we wrote getting in an accident is a waste of your phone. This way we tried to let people realise what’s more important, their phone or their life.
We did a photoshoot with a car and a bicycle on an industrial area to create a dark ambience. Then we took those photo's and created posters to be placed near bicycle lanes.