CHALLENGE

Combat distracted driving in a world where we’re distracted with our phones from the moment we open our eyes ‘til the moment we shut them. That’s a toughie. The challenge wasn’t in pinpointing the distraction, but in rewiring people’s perception of it. They think: When others look at their phones, they’re careless. But when I do it, it’s important. The problem with thinking we’re all the exception is… everyone thinks they’re the exception. And now we’ve got streets full of danger, with no one’s eyes on the road.
 

THE MOVE

This led to an idea so simple we could explain it with our eyes closed — show something you’d never do while driving: willingly covering your eyes. Then show drivers choosing to do it. Again. And again. We used an eerie, powerful visual metaphor for compulsive behavior—one that makes you question the choices we make behind the wheel, and reminds us that we have the power to stop the cycle. Insights into how Gen Z and Millennials spend their time, what they care about, and where messages are most likely to stick shaped a targeted mix of high-impact out-of-home, radio, and streaming audio to reach drivers in context. Combined with custom audience segments and predictive targeting aligned with daily routines and travel patterns, this approach delivers timely reminders just before people turn the ignition.