LEXUS
DRIVING
DISRUPTED
You’re a car company that recognizes the dangers of texting and driving. So, you want to do some good in the world, by bringing attention to a behavior that is the leading cause of automobile accidents.
You have a choice to make:
CHOOSE NOISE
Collect all the facts and figures
Get really serious
Make the numbers daunting
Turn the scale of the problem into scare tactics
Then create a typical PSA
CHOOSE SIGNAL
Find one surprising fact
Have a little fun with it
Bring it to life for people
Make it personal and memorable
Then create viral content for the TikTok Generation
CAMPAIGN INCLUDED: Documentary/Digital/Content/Social/Experience/Stunt/Earned and Owned/TikTok
ROLE: Strategic Positioning + Dynamic Creative System Oversight + Creative Leadership + Production
LED AT: Team One
RESULT:
27K people signed the National Safety Council “Just Drive” Pledge in the first 30 days