Highways England: Rain

AMV BBDO has created a new safety campaign for Highways England that obliquely, but powerfully, depicts the fatal consequences of driving too fast in rainy conditions.

The eerie film, Rain, directed by Partizan's Nadav Kander, reveals the once cosey interiors of a family home deluged by rain, cleverly dramatising the loss of the human lives that belonged there.

Almost 3,000 people were killed or seriously injured when driving in the rain last year and Highways England's national safety campaign wants to warn drivers that ‘when it rains, it kills’. The online film is accompanied by a mixture of static and animated rain-activated digital out of home sites which prompt motorists on the road to slow down. Drive-time radio has also been used to raise awareness about driving too fast in the rain.

The AMV Partnerships team also worked with mens lifestyle website, Joe.co.uk, to create bespoke content directly targeting younger drivers. This shows the differences between driving in wet and dry conditions and features YouTube stars Joe Charman and Anto Sharp. A partnership with Halfords will also be giving 15 per cent off wipers in the winter period too.