Case Study


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. 
Role
Group Creative Director

Agency

FCB Toronto

Client
Fountain Tire
Recognition
One Show 
Strategy
Marketing
ADCC



We made it equally easy for drivers to stay informed about road conditions by aggregating disparate weather and traffic data into one place and pushing it to drivers where they were looking – the road.