Invisible Hazards - Auckland Transport
‘Inattentional blindness’ is a phenomenon that causes people to miss things happening right in front of them due to a lack of focus. Drivers who experience this only see fifty percent of dangers on the road with them.
Auckland Transport needed a new angle to convince New Zealanders that driving requires their full attention.
So unlike traditional road safety ads that highlight hazards, we hid them in plain sight.
Best Awards: Silver (Design Craft - Photography)
AXIS: Finalist (Image)
Best Ads: Best Outdoor
Best Ads: Best Radio