“BEAST” & “VIDEO GAME”

Distracted & Reckless Driving Campaign
2 Spots

Problem
Connecticut drivers — particularly younger ones — were underestimating the dangers of distracted and reckless driving, believing they could multitask behind the wheel without consequence. The challenge was to shift that attitude before it cost a life.

Solution
Two spots. One uncompromising message. “Beast” confronted drivers with the reality that a single moment of inattention can have irreversible consequences — transforming distracted driving from a habit into a threat.

“Video Game” drew a stark contrast between virtual recklessness and real-world responsibility, reminding drivers that there are no reset buttons on actual roads.
Results

97.3% video completion rate.
Over 1.4M impressions.
Over 1.4M completed views.

Virtually everyone who started watching, finished watching.