You’ve seen it. I’ve seen it. And far too many of us have done it.

It’s not a secret that you’re checking what’s on your mobile phone while you’re waiting at the lights. Driving to work. Or worse, driving the kids around.

C&P Adelaide wants you to know that it’s not a good look. And you will get caught and fined.

MAC general manager of road safety and strategic communications, Michael Cornish commented, “With any behaviour change program – establishing the best way to deliver the message and educate the community is a challenge.

“Throughout this campaign we are clearly showing people that it’s not ok to look down at their phones – that it is in fact anti-social and dangerous behaviour. We are really pleased with this campaign and believe it will result in genuine behavioural change.”

Cummins&Partners creative director, Jason Hollamby, added, “For onlookers it’s very obvious phone behaviour, and for drivers it’s almost impossible for them to hide what they’re doing.

“It’s in these moments that drivers are most vulnerable to being judged by others or being caught by the police because they’re so unaware of what’s going on around them.”

The campaign will run on multiple channels during the next few mopnths, including TV, social and cinema.

The TV commercials highlight that it’s impossible to look down at your phone without others noticing you while the cinema pieces show a social experiment that reinforces this message.

Creative credits:

Agency: Cummins&Partners South Australia


Creative director: Jason Hollamby


Art directors: Chay O’Rourke & Joel van der Knaap

Copywriter: Nick Milde

Strategy: Adam Ferrier & Katherine Paphitis

Photography/Finished Art: Paul Munzberg

Illustrator: John Draper

Producer: Vicki Niehus

Production Company: Nylon Films

Director: Nick Matthews

Direct of Photography: Jonathan Rossiter

Composer/sound engineers: Scott Illingworth & Pete Best

Sound Production: Best FX