Traffic Injury Research Foundation, Toyota Foundation and Acart Communications partnered to launch a safer driving initiative that teaches Canadians how to use their vehicles’ advanced safety features more effectively.
Branded “Brain on Board,” the campaign is a reaction to research that shows some safety features are leading to overconfident — rather than safer — driving.
To get attention and engage audiences with out-of-home posters, we created visual puzzles that are a mix of rebus images and words. The objective is to draw the viewer’s curiosity, then engage them in using their own brains to decipher the headline. This is a mnemonic reminder that some things (like driving) need to be approached more thoughtfully.
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