Here's a whole different way of approaching a behavioural campaign. It's focused on drivers but the tone is refreshing and calm. Actually, if the Slow Bicycle Movement were given a few hundred thousand euros for an advert it would probably be something like this. Just with bicycles.
I actually caught myself taking deep breaths in the middle of the commercial.
It's a product of Western Australia and part of the Enjoy The Ride campaign.
Thanks to Peter for the link. He added "I like safety programs that reduce danger, as opposed to add padding." Indeed.