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Co-Pilot
The Highway Code
the emotional experience helps
us remember
Challenge
While awareness of new road rules has grown, adoption of the recommended behaviours remains
a challenge. Production company, Co-pilot, wanted to find a way to make the new rules more memorable.
Outcome
Playing with the underlying emotional experience, we can understand why these rules are important. Then by dramatizing this experience with larger-than-life characters, the commercial contextualises the new rules in a fun, memorable way.
What happened?
Independent analysis has measured a statistically significant improvement in understanding of the new rules, making this campaign highly effective. It has been rolled out nationally.
Service
Writer
Director
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