CHALLENGE

Daredevils. Speed demons. Drivers don’t see motorcyclists as fellow road-users—they see them as reckless rule breakers who don’t shoulder the responsibilities on the road. Sounds a little deeper than an awareness or compliance play. The DMV looked to us to change drivers’ perceptions, humanize riders, and equalize everyone’s role in sharing the road.

THE MOVE

Let’s bring our guards down and take the helmets off—we’re all just people who want to get home safely. Drivers often miss that, but kids don’t. Utilizing a cult-classic car game, we let an adorable child drive our message home to drivers. They don’t know stereotypes—maybe it’s time we take a look at our own.