1
2
3
4
5
6
7
8
9
10
11
12
This video was created as part of a campaign to bring awareness to an issue that we often take too lightly.
This is the story of Jake and Taylor.
Please watch the video first before moving onto the case study.
—
THE ASSIGNMENT
Our agency was given the task to create a campaign to combat distracted driving in the millennial generation. The target market was 18-34 year olds, and the client was Focus DC and the Safe Driving Alliance for the state of Maryland. Our agency presentation won first prize, judged by the campaign client and various creative agency presidents.
RESEARCH INSIGHTS
After surveying 100 drivers between the ages of 18-34, we discovered that millennials beliefs about distracted driving didn't match their behavior behind the wheel. We can attribute this to the fact that millennials are the FOMO generation and have the pervasive "it won't ever happen to me" syndrome.
THE CREATIVE
After days of brainstorming, we finally settled on the campaign slogan, "what about tmrw?" The slogan is meant to break millennials out of their egos and make them consider the larger consequences of their potential poor choices. By asking this question, we force the driver to think beyond themselves. Their parents, their friends, and their loved ones who will all be affected the next day and the days to come. By acknowledging a tangible and realistic thing, tomorrow, we force the viewer to stop and think about their actions.
In terms of design, we chose a simple, clean, easy-to-read font, Helvetica. We chose to abbreviate tomorrow to its chat-speak form to imply phone usage. On top of this, we also chose the black, yellow, and white color scheme as it matches the color scheme of a road. We decided to italicize the font to give it a feeling of motion.
We chose to center our campaign around the idea of major life events. All of our out-of-home advertising features a main character, who wasn't able to make it to a major life event because of a distracted driving accident.
IN-CAR ADVERTISING
We also conceptualized additional in-car reminders for the campaign. Waze ads would serve as an in car reminder after an initial exposure to the campaign. Privacy screen protectors would be made so that when viewing your phone from an angle (as most people view their phone while driving) you would see the words "what about tmrw?" A radio ad was also created and delivered as a part of the presentation.
asdfa
asdfasdfasdf