Distracted Driving Campaign
It only takes a second. Just one look at your phone while driving can have dire consequences. That’s the message ICBC wanted us to send to all drivers. We knew drivers were aware of the risks of driving distracted – but they believed they were doing it safely. Checking at a stoplight can’t possibly be dangerous, right? The truth is, there’s no safe way to drive distracted, if you’re looking at your phone for even a second, anything can happen. To really bring that to life, we created 10-second spots to demonstrate how quickly things can go wrong when you drive distracted. And even though the spots were short, the haunting visual left a long lasting impact with drivers.
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Beverage Container Recycling
These days everybody recycles, right? Not yet. Our goal is to reach 100% of containers purchased to make it’s way back to a Return-It Depot. We’re getting there. To continue the awareness we targeted non-recyclers that think they can get away with throwing one container in the trash. But if you don’t recycle, people will find out, and you’ll be judged for it. To enforce just how socially unacceptable it is to be caught throwing your beverage containers in the trash we let the containers do the talking. Every container you don’t recycle really does say something about you after all. After this campaign launched we were the talk of the town, increasing brand awareness to 90% and garnering bonus exposure with over half a million hits on YouTube. We also yielded the highest return rates ever.
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