High visibility clothing brand Proviz is behind interactive web film "Out of the Dark," in which the viewer follows a cyclist on his way home from work through the dark streets of London. Created by Caviar Digital and Abbott Mead Vickers BBDO, it works a bit like Honda's The Other Side -- hold a key down and you'll see an alternative version of events. In one version, the cyclist is wearing a high visibility cycle jacket and all the cars, trucks and buses give him a wide berth. In the other, scarier, version he's not -- and well, you can probably guess the rest, but it's still chilling enough to make you think. Considering fourteen cyclists were killed on London's streets last year, that's important.
You can click straight through to buy a Proviz jacket at the end of the film, and for every jacket purchased as a click-through, Proviz will donate five pounds to the Royal Society for the Prevention of Accidents.