Brake 'got the msg?' by Blue Hive

The four executions will appear on specially selected digital poster sites, online and in print.

The creative work was produced on a pro-bono basis by the WPP agency Blue Hive, supported by the award-winning photographer James Day and the retoucher Dennis Tuffnell.

More than 20 digital 48-sheet sites were donated by JCDecaux through Kinetic Media and Mindshare.

This is the first advertising campaign Brake has launched.