The Problem.

The Utah Department of Transportation and Zero Fatalities asked AdThing for our help with their distracted-driving campaign. They had noticed an influx of texting-and-driving deaths for 18-24 year olds despite their commercial spots running for over a year. They ran into a wall with their messaging, and decided that maybe students would listen to other students. That’s where we came in.

The Solution.

Instead of another “you’ll die if you text and drive” effort that displays some car wreckage, or the last text a person sent, we decided to encourage the passengers of the vehicle to peer pressure the driver. Think back seat driver, but for texting. If it worked for anti-smoking campaigns a couple decades ago, maybe it would work for this.

We had the messaging and strategy nailed down. What vehicle would best drive the message home (sorry for the pun)? We thought it best that the culprit of distracted driving be the one to tell you that you’re not doing a good job. Regular social media ads weren’t going to cut it.

So we made a big ass phone, and animated our messages in the middle of a PAC-12 college campus.

What Was Needed

Creative Direction

Copywriting

Lots of sticky notes

Role Played

Creative Director