This Interactive Film Will Really Make You Think About Your Cycle Wear

Campaign Filmed on London Streets Promotes High Visibility Clothing

Published on Dec 11, 2014

Editor's Pick

High visibility clothing brand Proviz is behind interactive web film "Out of the Dark," in which the viewer follows a cyclist on his way home from work through the dark streets of London. Created by Caviar Digital and Abbott Mead Vickers BBDO, it works a bit like Honda's The Other Side -- hold a key down and you'll see an alternative version of events. In one version, the cyclist is wearing a high visibility cycle jacket and all the cars, trucks and buses give him a wide berth. In the other, scarier, version he's not -- and well, you can probably guess the rest, but it's still chilling enough to make you think. Considering fourteen cyclists were killed on London's streets last year, that's important.

You can click straight through to buy a Proviz jacket at the end of the film, and for every jacket purchased as a click-through, Proviz will donate five pounds to the Royal Society for the Prevention of Accidents.

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Dec 11, 2014
Abbott Mead Vickers BBDO
Creative Director:
Toby Allen
Creative Director:
Falk Eumann
Toby Allen
Art Director:
Jim Hilson
Agency Producer:
Katie Dolan
Production Company:
Caviar Digital
Emile Rafael
Production Company Producer:
Katie Dolan
Post Production Company:
Cherry Cherry
Audio Post Production:
Digital Design Company:
Caviar Digital
Interaction Design:
Laura Tool
Interaction Design:
Anne Streef
Michiel van der Plas
Pim Hoogendoorn
Quality Assurance:
Chardonnay White
Digital Producer:
Bas Schutte
Technical Director:
Sun Komen
Music Composition:
Kyle Ross
Music Composition:
Engine Number 9

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