CLIENT: ESSEX COUNTY COUNCIL
Copywriting, typography, design, photography, artwork & traffic.

An interesting project that concerns a very important issue on Britain's roads - the use of the mobile phone whilst driving.

It's a practice that many of us have been guilty of in the past but is now becoming (quite rightly) a serious 'no-no' as our lives become increasingly governed by the mobile phone, with calls, texts and even emails. On too many occasions I've seen drivers bobbing in and out of traffic or hurtling around roundabouts with one hand on the wheel and the other cradling their mobile phone as they needlessly chat away to someone.

This item was designed for use as a 1.5m square 'stand alone' showcard and positioned in the entrances or reception areas of supermarkets, shopping malls and sports centres (indeed any busy public area that has a high car 'usage').

We only had 6 days to produce the entire work from conception to production and on the 4th day I had a panicky (but amusing) call from the client, an ex-policewoman.

It seems that she had run the campaign by a few senior Essex police chums who wanted to know how the shot had been taken, and suggested that in producing the shot we had broken the law!

They obviously hadn't heard of the magical words 'Photoshop' and 'montage'.

The main image had been shot in a car park in Northwood (and stationary) and the road image from a safely 'caged' traffic island in nearby Pinner.

Bless, but right to ask.