Birmingham Road Safety Partnership

Now You See Em - Ad Campaign

  • Now You See Em Poster - Birmingham Road Safety Partnership
  • Now You See Em Poster Street View - Birmingham Road Safety Partnership

Zulu was asked by the Birmingham Road Safety Partnership to produce a billboard poster to raise awareness of the deadly distractions - in particularly mobile phones - which often appear when crossing roads.

Zulu set about to create a 'Now you see 'em, Now you don't' poster, photographing Birmingham's busy Broad Street in order to create a foundation for the artwork. The photo was digitally retouched in order to ensure the focus of onlookers centred around the principle components of the image. A blur filter was added to the second image, and overlaid with a hand operating a mobile phone, simulating the focus of the human eye.

The final poster effectively communicates how easy it is to miss read a situation such as crossing a road when distracted by a mobile phone, potentially leading to fatal consequences.