The Brief Heading

We were asked by MORE TH>N Insurance to deliver a creative campaign during Road Safety Week. The campaign would need to demonstrate how the insurer was committed to increasing road safety for pedestrians, cyclists and motorists.

The Big Idea

Our creative strategy was based around the power of nostalgia and reinventing a piece of classic British popular culture. The Green Cross Code Man starred in public information adverts during the 1970s. They were aimed at children and were very effective at reducing road incidents involving youngsters. The Green Cross Code Man became a cherished cultural figure.

While child road safety is always important, we identified another audience that could do with a telling-off from the Green Cross Code Man: adults reading smartphones and listening to music as they crossed the road…

So, we brought the Green Cross Code Man back after 40 years in retirement to star in a new series of ads now encouraging adults not to use their phones or listen to music while crossing the road.