The Problem: UK men from 17 to 24 are 4X more likely to be seriously injured or killed while driving.
The Insight: Paying attention to speed and weather conditions while driving during bad weather, can save young people from road accidents and death eventually.
The Idea: We created UNXPCTED FM a "pirate" radio station that air a government message, hijacking their drive. Live from the car, it only broadcasts when it matters most: during dangerous traffic spikes and bad weather. Written and voiced by comedy icons Hugo Chegwin and Kadeem Ramsey, UNXPCTED FM speaks to young drivers in their own tone: unexpected, irreverent, impossible to ignore, providing useful information on road safety.
Art Director/Motion Designer (Case study)
Agency: Wavemakers Global
