Dirty’s Youth Hymns directs ‘PINT BLOCK – the latest six-part social film campaign for THINK!
“A mate doesn’t let a mate drink drive”. That’s the message from The Department for Transport and their latest Think! campaign by Youth Hymns and Dirty Films, with VMLY&R London.
Government research revealed that a third of people don’t think it’s important to intervene if someone they know is planning to drink and drive. With only 45% of young men agreeing that drink driving is unacceptable.
Figures showed that 60 young drivers aged 17-24 are killed or injured each month in the UK registering over the legal alcohol limit. THINK! looked to address the problem.
The six-part mobile and online campaign calls on the colourful, memorable signature style of Youth Hymns, and channels their zany brand of humour to hone in on a youth focussed key message, calling on young men to intervene and ‘Pint Block’ their mates.
The campaign uses social and online video, and messaging in pubs, bars and sports clubs, to bring the message to life through a series of humorous and surreal interventions. Focusing on young men aged 17-24, who are four times more likely to be killed or seriously injured on the road than drivers aged 25 or over.
Dirty and Youth Hymns oversaw the production and post-production, driving the music, sound design and animation to classic Youth Hymns levels.
Client: Department for Transport
Head of Campaigns & Partnerships: Dawn Lauder
Deputy Head of Marketing: Laura Kane
Senior Marketing Team Leaders: Rachel Smith
Campaign Manager: Neal Brown
Campaign Manager: Varun Narayanan
Creative Director: Gavin McGrath
Creative: Paula Hochberg
Creative: Jacob Hellstrom
Creative: Amy Fasey
Agency Producer: Grace Carroll
Account Manager: Kyle Caddey
Production Company: Dirty Films
Director: Youth Hymns
Executive Producers: Ben Parkin & Alex Bedford
Director of Photography: Nic Booth
Producer: Rosa Junkovic
Production Manager: Anna Saffery
Production Assistant: Edvin Dubrovskiy
1st AD: Ato Yankey
Production Designer: Xander Mitchell
Art Director & Props: Caspar Phillips
Casting Director: Thomas Adams Casting
Editor and VFX: Youth Hymns
Music and Sound Design: Youth Hymns
Colourist: Lewis Crossfield @ Time Based Arts