Sheep Become Billboards to Help Brits Drive Safely

Road Safety Spot Takes Unusual Approach to Driver Education

By Emma Hall. Published on Oct 27, 2015

Editor's Pick

Sheep and cows become billboards in AMV BBDO's latest road safety spot for the Department of Transport's "THINK!" campaign.

For the "Helpful Hazards" ad, the agency painted messages of caution onto farm animals as an eye-catching way to warn drivers of potential dangers on narrow country roads, which often feature hidden bends and unexpected obstacles. Using stencils and spray paint, the agency branded sheep with messages such as "Slow down," and "Sharp bend ahead," while a cow warns, "Anticipate hazards," and a message on a pile of hay bales asks drivers to, "Beware concealed entrances."

Unexpected hazards are often the cause of car accidents, so the use of unconventional media is designed to encourage people to re-examine their driving habits, using the element of surprise.

The spot uses humor and charm to get across the kind of message that is often delivered through shock tactics (although we can't help but wonder if the animals-turned-billboard were at risk of becoming roadkill, given their new duties).

The ad was directed by Nick Angel through AMV-Flare.

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Oct 27, 2015
Department of Transport
Creative Director:
Steve Jones
Creative Director:
Martin Lorraine
Michael Hughes
Art Director:
Dalatando Almeida
Agency Planner:
Tom White
Agency Planner:
Pippa Morris
Agency Account Person:
Ben Griffiths
Agency Account Person:
Anna Covell
Agency Account Person:
Georgia Totvanian
Agency Producer:
Selina Dey
Media Planner:
Greg Paterson
Production Company:
AMV Flare
Producer Assistant:
Aimee Levick
Producer Assistant:
Nuroon Miah
Nick Angell
Production Company Producer:
Selina Dey
Post Production Company:
AMV Flare
Audio Post Production:

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