Grand Prix debut for level-crossing danger ad

LONDON - Network Rail has launched a hard-hitting campaign warning about the dangers of level-crossings.

The ad, by iris London, broke yesterday during ITV's coverage of the F1 Brazilian Grand Prix.

It carries the message that "it is only a matter of time" for an accident to happen if crossings are misused.

Mark Shaoul, the head of marketing services at Network Rail, said: "Sadly, we see all different types of people taking risks and breaking the rules at level-crossings.

"What we've done with the new TV ad is to depict some of the pedestrian and driver scenarios that, unfortunately, do actually happen."

This is the third year that iris has worked on Network Rail's "Don't run the risk" campaign.

The ad is supported by three radio executions.

Credits

Project name
Don’t run the risk – ‘Saturday’
Client
Mark Shaoul, head of marketing services, Network Rail
Brief
Highlight the danger of level-crossing misuse
Creative agency
iris London
Writers
Scott Walker, Ben Steiner
Art director
Scott Walker
Planner
Anna Tongue
Media agencies
Rise, Initiative
Media spend
£2.5 million
Production company
HSI
Director
Andy Lambert
Editor
The Quarry, Jonnie Scarlett
Post-production
Framestore
Audio post-production
Nylon, Sydney and The Bridge
Exposure
National television, radio

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