DfT

Rural Roads

More fatalities from motor accidents happen on rural roads than on the motorway, in fact, 60% of all road fatalities in Great Britain happen on rural roads . We have created a campaign for the Department for Transport’s THINK! road safety campaign which warns drivers of the dangers on country roads and encourages people to slow down by braking before the bend, not on it.

Using LIDAR data capture scanning technology, we worked with ScanLAB projects to make entire rural landscapes totally transparent. These scans were animated in post-production to show a car speeding along a country road along which we can see through trees, buildings, earth and people. Thanks to the LIDAR technology, the viewer can see the danger through the bends; the driver, however, can't. As a result, the speeding car careers into an oncoming tractor in a fatal crash. The end titles suggest that, if a driver could see the danger through the bend, they would slow down. Brake before the bend, not on it.

Work in this campaign