Test Your Awareness: Do The Test : Cannes Lions 2008 Gold Awards Winner

Test Your Awareness: Do The Test : Cannes Lions 2008 Gold Awards Winner

How many passes does the team in white make? Test you awareness and Do the Test! TFL cycling safetly advert! Do you see the Moonwalking bear?



Type Of Entry: Product & Service
Category: Public Health & Safety
Title: AWARENESS TEST
Advertiser: TRANSPORT FOR LONDON
Product/Service: CYCLE SAFETY
Entrant Company, City: WCRS, London
Country: UNITED KINGDOM
Advertising Agency, City: WCRS, London
Country: UNITED KINGDOM
Creative Director: Yan Elliott/Luke Williamson
Copywriter: Tom Spicer/Simon Aldridge
Art Director: Kit Dayaram/Vince Chasteuneuf
Agency Producer: James Letham
Account Supervisor: Fergus Adam
Production Company, City: GORGEOUS ENTERPRISES, London
Country: UNITED KINGDOM
Producer: Rupert Symthe
Director: Chris Palmer
D.O.P/Lighting Cameraman: Ben Seresin
Editor: Paul Watts
Sound Design/Arrangement: Wave
Post Production: Glassworks



Synopsis
The audience are asked to take an awareness test, counting the number of passes between a group of basketball players. A voice-over then announces the answer, before revealing the true test was something different entirely. By doing this the viewer is able to experience a phenomenon called 'attention blindness' first hand - a major factor in cycling accidents in the UK. The ad ends with the title - 'It's easy to miss something you're not looking for. Look out for cyclists'.