DISTRACTED DRIVING

Behavior change for a resistant audience.

Most safe-driving campaigns relied on familiar warnings and telling young drivers what not to do, so we wanted a more immediate and visually compelling way in. The idea was built around choice: there’s a time to choose speed, and a time to choose focus and safe driving. By connecting with something young drivers already value, the campaign created a more relevant way into behavior change.

Role: creative direction, art direction, design

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