STRATEGY | CONCEPT | CREATIVE | MEDIA PLACEMENT
During the summer months, Utah experiences its 100 deadliest days, with more road-related deaths than any other period in the year. Previously, we’d shown the negative effects of this dangerous travel period and wanted to take a lighter approach this time around.
We hearkened back to the classic action-movie montage with a campaign that featured quirky, quick shots of people preparing for their summer outings. Each montage ended with a safe driving behavior, reminding drivers to take that last safety step before venturing forth.
“Your bags are packed and the car is loaded, but you're not really ready until you're safe.”