"Silence is Worth it" 

Two campaigns oriented around safety riding bicycles in the city with headphones in. 

The first campaign aimed for the American audience is filmed around a thanksgiving dinner where a family was biking to the even unconcsious that at the next turn she would not hear the car coming her way. The add finishes on the empty seat at the dinner table. Subtle but clear message. 

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The second campaign aimed for the British audience is filmed around a love story where a young love story misses its opportunity because the biker did not hear the love of his life call him and he biked away in the distance. 

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Both campaigns are suppose to establish shock, and be memorable.