Concept - Online Content
Brief: Engage with an elusive Gen Z audience and discourage them from using their phones while driving.
Solution: Convincing kids to stop using their phones is a tricky task, but getting them to watch an advert can be even more difficult. To grab the attention of our target audience, we worked with Facebook to create a fake version of their Memories function.
Designed using a similar aesthetic we served a fake memory to our target audience, using a character with a generic name. Viewers were compelled to continue to watch, trying to figure out which one of their friends the memory was about, before we demonstrate the potential consequences of using your phone while driving.
The video has been one of the RSA’s most engaged with pieces of online content, the comments alone demonstrating the impact of the execution.