In order to improve the safety of cyclists on our roads, the Department of Transport decided to increase the penalty for dangerous overtaking - in particular for drivers who put cyclists at risk.

The Road Safety Authority needed to communicate this increased penalty to drivers. So they used it as an opportunity to remind drivers that no matter how severe the new penalty is, in collisions between a cyclist and a car, the cyclist will pay a heavier price.

In these online display executions, we wanted to provoke a visceral response by juxtaposing the equipment used to fix a car after a collision with a cyclist, with the equipment used to fix the cyclist after the same collision.

Cyclists always come off worse.