After winning a three-way pitch, to increase awareness of road-safety amongst road users in the Borough, Beam were commissioned to produce a second campaign aimed more specifically at motorized two-wheelers in the borough. The brief wanted Beam to retain the visual style and respectful nature of the previous ‘Your Mother’ campaign and not resort to authoritative rhetoric or shock tactics.
Beam devised the campaign title, ‘Helmet On Radar On’ and developed a series of punchy graphics and icons that illustrate the three most common causes of accidents to the motorized two-wheel group. The campaign focused on complementing riders on the sixth-sense that they already have, and reminding them to keep it ‘switched-on’ at all times. Beam directed, cast and edited the short-film that used elaborate post-production techniques to highlight the ‘radar’ effect on the rider. Other media included posters, animated web-banners and bus-backs.