Animation was a part of a preventive campaign "Are you driving? Put the phone down".
It has been viewed on YouTube alone over 1.8 million times.
Design and animation: Edyta Jadowska
Artistic supervision: Kamil Polak
Music: Kevin MacLeod
The aim of the spot was to raise awareness of the dangers of using cell phones during driving.
I have developed the script, illustrations and animation.
During the project development I concentrated on 3 aspects:
1. Finding a useful metaphor to give a fresh point of view on the problem
I decided to capture the phone as a passenger. Firstly, entertaining one, but when not controlled, converted into annoying and egocentric. With some characteristics of a dog or a baby onboard who tries to get your attention all the time.
2. Offering a solution to how to change the behavior (not only showing that it’s bad)
Using the phone while driving is a habit. I decided to apply knowledge regarded habit creation (mostly form a great “Atomic Habits” by James Clear) and concentrate on a rule that our habits are created in more significant way by our environment than by our motivation. So, to break a bad habit we have to reduce exposure of the cues of this habit from our environment.
In case of using the mobile phone while driving:
- Firstly, we can put it out of our reach, somewhere that is not possible to just grab it and check out what's new.
- Secondly, if we get deconcentrated by the notifications - turn the sound off.
- Finally, when we are molested by the light from the device, we can turn it off completely.
3. Keeping it light and funny
I used a classical 3 act structure with epilogue and made the action to develop from the first seconds with the mysterious hand appearing on the drivers’ arm.
I designed it in a simple, colorful style known from my previous work.
Finally, the tuba and trumpets form the “Aunt Tagonist” by Kevin MacLeod gave the animation a cheerfulness of a slapstick comedy.
