A fake 'parts' shop delivers chilling message to bikers

Pop-up stocks prosthetics used in surgery to repair the body after a crash in campaign from Highways England

Published On
Sep 26, 2019

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A new motorbike safety campaign from Highways England is delivering a shocking message to U.K. motorcyclists by way of fake pop-up stalls selling "parts."

"Bikertek" pop-ups appeared at motorbike events, festivals and cafes throughout the summer, advertising themselves as selling "biker parts." However, when bikers went in to investigate, as this video shows, they found the "parts" on display were prosthetics used in surgery to repair the body after a crash.The shops were all staffed by real bikers who had survived accidents and had prosthetic parts fitted as a result, so they could talk to bikers about the tactics and skills required to avoid accidents.

The campaign is by Adam&Eve/DDB, which created the online film to go with it, while Haygarth Group worked on the experiential side. It aims to shine a light on the high levels of accidents among bikers.  “While motorbikes account for less than 1% of vehicles on UK roads, more than  20% of all serious injuries and fatalities happen to motorcyclists," said Annemarie Hennessy, head of marketing and events at Highways England in a statement.

: “Bike safety campaigns tend to use shock tactics, but that approach can often miss the mark," added Mike Stern, managing partner at Adam&Eve/DDB. "We wanted bikers to be as passionate about their safety as they are about their bikes. With BikerTek, we were able to engage bikers in new way and talk to them directly about an issue they can’t afford to ignore.”

Credits

Date
Sep 26, 2019
Client:
Highways England
Agency:
Adam & Eve/DDB
Head of Marketing and Events:
Annemarie Hennessy
Campaign Manager:
Mik Barton
Chief Creative Officer:
Richard Brim
Executive Creative Director:
Ant Nelson
Executive Creative Director:
Mike Sutherland
Creative Director:
Simon Lloyd
Copywriter:
Ted Heath
Art Director:
Paul Angus
Managing Partner:
Mike Stern
Account Director:
Max Sullivan
Account Manager:
Kathryn Armstrong
Agency Producer:
Daniel Moorey
Agency Assistant Producer:
Adaeze Ndakoji
Designer/Typographer:
Scott Silvey
Production Company:
Tubby Brother Films
Producer:
Mark Gibbons
Director:
Dan & Ben Tubby
Casting:
Tracie
Casting:
Hunter’s Agency
Director of Photography:
Chris Clarke
Cinematographer:
Pete Bateson
Cinematographer:
Jason Ellis
Editing Company:
Big Chop
Edit Producer:
Nick Foote
Editor:
Matthew Felstead
Post Production:
Hijack Post
Post Producer:
Rich Simpson
Colorist:
Alex Seery
Audio Post Production:
Hijack Post
Dubbing Mixer:
Rich Simpson
Composer:
Sniffy Dog
Production Company:
Haygarth
Producer:
Kieran Cook
Producer:
Brook Harrison
Event Staffing:
Bradley Harvey
Event Production Build:
POD
Photographer:
Keyboard
Post Production:
Giles Revell
Design:
Supervision
Post Production:
Dan Jackson
Post Production:
King Henry Studio
Design:
Scott Silvey
Illustrator:
Jon Rogers
Illustrator:
Phosphor Art
Producer:
Gosia Chalas
Photographer:
Giles Revell
Post Production:
Dan Jackson
Design:
Scott Silvey
Illustrator:
Jon Rogers

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