This campaign addressed distracted driving through an unconventional media approach: deliberately short, interruptive spots designed to mirror the sudden, dangerous consequences of inattention behind the wheel.
Each execution cut off abruptly at the moment of a near-miss or consequence — transforming everyday distracted habits into visceral reminders of how quickly things can go wrong. By breaking expected ad formats, the work forced viewers to re-engage and reconsider their own behaviour.
The campaign ran across broadcast and digital platforms, using brevity and disruption as creative tools to deliver a serious message to "Leave Your Phone Alone" with immediacy and impact. Rather than relying on shock tactics, the work used timing, restraint, and insight to make the risk feel personal and unavoidable.
“IT ONLY TAKES A SECOND.”
