THE MISSION:
Keep seat belt use top of mind among Coloradans and create a campaign that can be refreshed for years to come.
WHAT I DID:
Conceived and sold through the “reasons” campaign. This campaign is based on the insight that there must be thousands of good reasons for wearing a seat belt, and each one is as individual as, well, the individual. A variety of tones inform this idea, representing a cross-section of people and where they are in life. Lines were written by myself and Cam2, now the millennial half of Two-headed Cam.
MEDIA: Given that drivers are the target, the campaign makes heavy use of out-of-home and bus boards, hitting consumer where they live, and drive. Simple animated banners were also created.
ART DIRECTION: AD Cheyenne Gallien and I created the campaign look. Final art direction was nuanced by Mia Noguiera.
RESULTS: Campaign is launching throughout Colorado in August ‘20. Results TBD.
