With eyes glued to phone screens and earphones firmly plugged-in, people on a night out in London are sadly more vulnerable to thieves – especially when travelling alone.
How best to grab the public’s attention whilst asking them to avoid distractions was both the campaign brief and its innate challenge. Targeting the capital’s night time economy and tourists, the campaign encourages people to pay more attention to their surroundings, particularly in the borough of Westminster, where research shows robbery frequency levels are highest, especially in the evenings.
Outdoor advertisement created by BBDO, United Kingdom for The Metropolitan Police, within the category: Public Interest, NGO.
Creative Directors: Steve Jones, Martin Loraine
Creative: Zac Ellis
Strategy: Joe Smith
Account Management: Harry Buggé, Kenny Dada
AMV Producer (Radio): Felicity Bamber
Digital/Ambient/DOOH Production: Yellobelly
Partnerships Agency: 23 Red
Media Agency: Wavemaker
Client Team: Stephanie Day, Maxine Geale, Joanna Mullin