Is pushing it worth it?

Agency: VMLY&R


The Department for Transport today announced its new campaign for THINK! The work aims to highlight the dangers of driving too fast for the conditions on rural roads and encourage young drivers to question what those extra few miles per hour are really worth.

Marking a creative step change from previous Government speeding campaigns, the work captures real, authentic moments of friendship, showcasing why these should be valued more than driving at speed.

In the UK, speed kills and injures an average of 54 young people each week. Young men, in particular, can overestimate their ability to handle speed and underestimate the risks – of driving slightly too fast for the conditions or a few miles per hour over the speed limit.

Directed by Ed Morris through Riff Raff, the film follows a young driver on his way to meet his friends, reflecting the type of journey many young people make every day. Renowned for his observational approach to capturing the lives of young people, Morris has supported THINK's move away from the highly stylised campaigns of recent years to feel both relatable and authentic.

This professional campaign titled 'Is pushing it worth it?' was published in United Kingdom in March, 2023. It was created for the brand: Think!, by ad agency: VMLY&R. This Film medium campaign is related to the Public Interest industry and contains 1 media asset. It was submitted about 1 year ago by Associate Director, Communications: Billi Hatfield of VML.


Client: Department for Transport
Head of Marketing, Communications: Dawn Lauder
Senior Marketing Team Lead: Rachel Smith
Senior Campaign Manager: Shelly Tucker
Campaign Manager: Meygan Da Silva

Agency: VMLY&R
Production Company: Riff Raff
Director: Ed Morris
Producer: Lauren Highman
Executive Producer: Tracey Cooper
Director of Photography: Vincenzo Marranghino
1st Assistant Director: Robert Thorpe
Post-Production: Elmntl
Post Producer: Chloë Saunders
Colourist: Jessica Vile
VFX Artist: Martin Waller
Audio Producer: Jenny Standish
Sound Engineer: Scott Little
Executive Producer: Greg White
Editing: Stitch
Editor: Jack Singer
Edit Assistant: Laura Reyes
Executive Producer: Angela Hart
Music: Chromium
Composer: Thomas Farnon
Media Agency (Planning): Wavemaker

Media Agency (Buying): Manning Gottlieb OMD

Research: Kantar


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