Title	50TH ANNIVERSARY
Brand	DEPARTMENT FOR TRANSPORT
Product/Service	THINK
Category	A15. Charities, Public Health, Safety & Awareness Messages
Entrant Company	AMVBBDO London, UNITED KINGDOM
Advertising Agency	AMVBBDO London, UNITED KINGDOM
Media Agency	CARAT London, UNITED KINGDOM
Production Company	ROGUE London, UNITED KINGDOM

Name	Company	Position
Paul Brazier	amvbbdo	Chief Creative Officer
Alex Grieve	amvbbdo	Executive Creative Director
Adrian Rossi	amvbbdo	Executive Creative Director
Steve Jones	amvbbdo	Creative Director
Martin Loraine	amvbbdo	Creative Director
Ant Nelson	amvbbdo	Art Director
Mike Sutherland	amvbbdo	Copywriter
Nick Godden	amvbbdo	Agency Producer
Mark Zibert	Rogue Films	Director
James Howland	Rogue Films	Producer
Jaime Feliu-Torres	Rogue Films	DOP Lighting Cameraman
James Rosam	Final Cut	Editor
Aaron Reynolds	Wave	Sound Engineer
The Mill	The Mill	Post Production

The Campaign

The film follows a tragic crash scene and the sequence of events that follow. Throughout each scene, Kool and The Gang’s iconic ‘Celebrate’ song is reluctantly sung by the emergency services whilst they perform their duties. We see the victim being cut out of the overturned car, the desperate revival efforts of the paramedic and ambulance team, and the horrific moment when the widowed mother is told the news by police officers. The message is clear: there is no place for celebration until there are no deaths due to drink driving.