Safest Highway
We created a campaign for Fountain Tire to address road safety on Canada’s most dangerous highway – Hwy. 44 in Alberta.
The Safest Highway activation made an inconvenient hassle – checking and replacing your tires – effortless by checking drivers’ tire tread for them, where they already were – at the gas station. By intercepting their routine while they were filling up, we worked with, not against, drivers’ existing behaviour.
Group Creative Director
Agency
FCB Toronto
Client
Fountain Tire
One Show
Strategy
Marketing
ADCC