Developed Ideas

1.

What you can/can't see. 

Although this image doesn't clearly show what's happening the idea is showing one half(or one poster/side of a mag page) shows what you'd be able to see through the gap made by just rubbing a window hole, and then the other half(side/poster) shows what you're not seeing.

Cyclist wants to turn right, you cant see the cyclist.

2.

Same idea but with roadworks

other ideas:

• cliff
• animal
• lorry
• hard shoulder
• traffic lights
• zebra crossing
• child playing with a ball in the road

Using the idea of saving time, the intial idea was what you could do before, but other campaign parts could be what you can do after, during, etc. Such as get to work earlier - bosses good side. Avoid traffic. Get the upper hand at work/drop the kids off. etc.

Before:

• Saves time before journey leaving time for:
• coffee
• sleep
• facebook
• "sleeping"
• breakfast
• kids - school run
• cleaning
• housework
• prepare lunch

During

• traffic
• accident
• rushing
• skip school run

After

• Scenarios - someones absent from work so you have to do their workload as well as your own
• Not rushing because you're not late.
• happier boss - promotion?
• Early lunch break - finish earlier?
• No stress.

We decided on developing the first idea, as it would shock the audience, and shock would stick in your mind longer as the fear of what could happen with what you can't see is more scary than wanting to save time.