STRATEGY | CONCEPT | CREATIVE | MEDIA PLACEMENT
Zero Fatalities wanted to speak to Utah drivers who justify breaking traffic laws with common excuses. Our task was to highlight these excuses in a creative way and show the real-world damage they can cause.
With some polygraph, pyrotechnic and green-screen magic, we called out the white lies drivers use to rationalize breaking traffic laws. Sadly, those white lies can turn fatal in an instant. So we encouraged drivers to be honest to themselves and safe for others.
“Drivers taking responsibility for their own actions is the only way we can make our roads safer.”