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

about the author

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

Comments (3)

  • Dabitch's picture

    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

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

    Jul 17, 2008

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