Auckland Transport: Invisible Hazards: Hockey Practice

Inattentional blindness is a phenomenon that causes people to miss things happening right in front of them due to a lack of focus. Drivers who experience this only see and perceive 50% of dangers on the road with them. Auckland Transport needed a new angle to convince New Zealanders that driving requires their full attention, ultimately reducing harm on the roads. So unlike traditional road safety ads that highlight hazards, we hid them in plain sight.

‘Invisible Hazards’ gives New Zealanders a confronting insight into the danger of a wandering mind behind the wheel. Hidden within this radio spot are 3 hazards, disguised by an articulation of everyday thoughts people have while driving.