December 1 begins party season in the UK. It also launches FCB London’s platform and commercial for the Department for Transport’s road safety campaign, THINK!.

It’s the first THINK! campaign on drug driving in 10 years and the first collaboration with FCB since it was appointed in April.

The online and social campaign takes a classic approach, presenting young male drivers 17 to 29 specifically with the consequences og ignorung its warning, “Don’t put drugs in the driving seat”. This group is more likely to be at risk of being killed or seriously injured in a car accident.

The commercial’s rotating camera technique puts the driving seat at the centre of the action. One seat, one bad decision, many consequences. The scale of consequences, from arrest to criminal conviction is shown in OOH billboard executions through a split screen approach. An audio campaign shows how the consequences of drug driving ladder up, one after another.

Local transport minister, Lilian Greenwood, stated, “Drug driving destroys lives. To tackle this crucial issue, THINK! is reminding drivers of the dangers and the devastating consequences that come from getting behind the wheel under the influence of drugs. This innovative campaign sends a clear message, “Don’t put drugs in the driving seat’.” 


Emily Whiteaway, managing partner at FCB London, added, “We identified a worrying misconception: many young men believe that drugs pose no risk to their driving ability. Our new THINK! campaign aims to dispel that myth and highlights the devastating consequences. As we head into the festive period, it’s more important than ever to raise awareness of these dangers.”

The film launched on December 1, and will run on social media channels Instagram, Snapchat and Reddit, on YouTube and online video and out of home. Digital audio follows later this week. week.

According to data collected by Think!, between 2014 and 2023, there was a 70% increase in deceased drivers where drugs were present. Young men are overrepresented, with around 90% of drivers impaired by drugs in collisions being male, and 4 in every 10 aged between 17 and 29.

Overconfidence and a tendency to underestimate the risks are widespread, with 32% of young men believing it is OK to drive after taking drugs if they ‘feel fine’. 46% report knowing someone who drives after using drugs.

Credits
Creative Agency: FCB London
Chief Creative Officer: Owen Lee

Executive Creative Directors: Ben Edwards & Guy Hobbs

Senior Art Director: Paul Hancock

Senior Copywriter: Dave Newbold

Head of Art: Jack Walker

Design Lead: Tessa Bridge

Head of Strategy: Laura Pirkis

Senior Strategist: Anna Green
Strategist: Lauren Jacobs

Managing Partner: Emily Whiteaway

Senior Account Director: Emily Leefe
Senior Account Manager: Charles Pendry

Senior Agency Producer: Catharine Driscoll



Production Company: Academy Films

Director: Jack Driscoll


Producer: Tom Cartwright

DoP: Benjamin Todd

Production Designer: Mikey Hollywood

1st AD: Jim Cole

Costume Designer: Katie McGoldrick

Photographer: Jim Fenwick

Editor: Ellie Johnson @ Ten Three



Post Production: Electric Theatre Collective

Colourist: Luke Morrison

VFX Supervisor: Stirling Archibald

Post Producer: Oscar Wendt



Casting: Thom Hammond @ Hammond & Cox


Music: Joseph Petitpain @ BMM Network

Sound Design: Jon Clarke @ Runamok

Here’s how FCB Aotearoa is deterring New Zealand’s drink drivers: