Due to the increased risks that British Troops take whilst on operations, they find it difficult adjusting to the risk thresholds of normal civilian life, particularly when on the road where they drive faster and more recklessly. In fact they are twice as likely to die on the road as civilians. Consequently, the British Army commissioned the following campaign in an effort to alter the behaviour of British troops when they return home from active service.

agency:Golley Slater
Creative: Paul Williams, David Abbott and Phil Hickes
Director: Seb Edwards

Commercials: 
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Comments (3)

  • Dabitch's picture
    Dabitch

    Yep. I can't really decide which one of the two I prefer - but the backwards storytelling twist here is rather good.

    Jul 17, 2008
  • Andreas-Udd's picture
    Andreas-Udd

    I prefer this one. The backward story is a fresh idea.

    Jul 17, 2008

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about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has worked in New York, London, Amsterdam, Copenhagen and Stockholm.