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There's More To AMV BBDO's Campaign For THINK! Than Meets The Eye

The campaign aims to highlight that, in the UK, 60% of all road fatalities occur on quiet country roads

There's More To AMV BBDO's Campaign For THINK! Than Meets The Eye

AMV BBDO launches a Facebook 360 post encouraging users to explore a seemingly peaceful countryside vista in their latest work for the Department for Transport’s THINK! campaign.

However, on closer inspection the scene reveals an unexpected twist.

60% of all UK road fatalities occur on quiet country roads where, too often, drivers underestimate the dangers and allow their speed to creep up.

This activity aims to persuade drivers to brake earlier around the bends in countryside roads to significantly bring down their risk and save lives

THINK! worked for the first time with Facebook to create an immersive panoramic 360 experience where the user can explore a stunning bucolic scene. Exploring the format beyond the initial parameters of the thumbnail, reveals there is more to the scene than initially meets the eye as the viewer finds themselves in the driver seat of a car in an accident on a country road. The smashed glass windscreen, airbags and tractor provide a stark contrast to the beauty of the British countryside exemplifying just how dangerous quiet country roads can be. 

The campaign launches this week online.

Creative Agency

Creative Agency: AMV BBDO

Creative Director: Steve Jones, Martin Lorraine

Copywriter: Zac Ellis

Art Director: Rich Littler

Planner: Tom White

Producer: Kirstie Johnstone

Account Management: Tamara Klemich, Anna Covell, Phil Le Brun

Media Agency

Media Agency: Carat

Planner: Annie Moberly

Production Company


Post Production / VFX

Post Production Company: Happy Finish

Category: Corporate and social , Safety

Genre: Digital , PR , VR