ICBC: Leave Your Phone Alone

the brief 

Distracted driving has now surpassed drunk driving as the leading cause of vehicular murder-suicide. Our brief was to share this message in a way that would make people think twice before they grab their phone in the car.

the solution

It's a simple fact: if you're using your phone behind the wheel, you can't see what really matters — the road. We created a print, digital OOO, and social media media campaign that showed people what’s really at stake when they use their phone behind the wheel.

— we used animated GIF ads to prove how your
focus shifts when you text behind the wheel

— and paired them with equally arresting visual puns to help people
remember what’s truly at stake when they text and drive