| Title | SHARE THE ROAD |
| Brand | TRANSPORT FOR LONDON |
| Product/Service | ROAD SAFETY |
| Category |
A15. PUBLIC SERVICE MESSAGES & CHARITIES |
|
Entrant Company
|
M&C SAATCHI London, UNITED KINGDOM
|
|
Advertising Agency
|
M&C SAATCHI London, UNITED KINGDOM
|
|
Production Company
|
STINK London, UNITED KINGDOM
|
Credits
| Elspeth Lynn |
M/C Saatchi London |
Executive Creative Director |
| Dan Mccormack/Luke Boggins |
M/C Saatchi London |
Copywriter |
| Dan Mccormack/Luke Boggins |
M/C Saatchi London |
Art Director |
| Michael Wilton |
M/C Saatchi London |
Account Director |
| Noah Strang |
M/C Saatchi London |
Account Manager |
| Estella Alvares |
M/C Saatchi London |
Agency Producer |
| Sue Cooke |
M/C Saatchi London |
Agency Producer |
| Cressida O'shea |
M/C Saatchi London |
Planner |
| Stuart Harrison |
M/C Saatchi London |
Senior Strategist |
| James Cunningham |
Stink London |
Executive Producer |
| Molly Pope |
Stink London |
Line Producer |
Brief Explanation
In the heat of the moment, road users blow situations out of proportion. We all do it. We react without thinking, feeling the need to protect ‘our’ space from ‘others’. Psychologists say it’s a hormone-based reaction revealing our primitive, base, small-brain thinking. In London this problem is exacerbated by the fact that roads built in 2AD for Roman legions now have to accommodate the millions upon millions of daily journeys made by cars, motorbikes, pedestrians, vans, bus driver and taxis.
As the roads get busier it gets harder to share what limited space there is. And as it gets worse, people get more angry, making the roads less safe for everyone. If we’re going to have safer, smoother and happier journeys, we need to make more effort to share the space.
Our narrator, the noted stage actress Nadine Marshall, prompts self-reflection by examining our reactions on the road. Never preachy, instructive or authoritarian - she suggests how we can feel calmer if we don’t get caught up in pointlessness of road rage. This message of self-reflection is reinforced with road rage scenes interspersed through the narration. The slow-motion treatment highlights the over-reactive nature of our actions, reinforcing, once more, their pointlessness.