The Brief: Persuade young men to drive more safely and adjust their speed on country roads.
These younger guys have a history of ignoring road safety messages. To get around this we had the idea of using one of their role models, 13 time F1 Grand Prix winner David Coulthard, to demonstrate that even he wouldn't take the risks that they do.
We built a Scalextrix diaroma of a country road and toured it round shopping malls and car shows. David's car was pre-programmed to take the perfect lap. Racers who tried to beat him were guaranteed to come off the track, making them think about what would happen to them in real life.
