A lovable look for a good roads public service announcement
Raising awareness on winter driving
Snow How was an Ontario public campaign that aimed to speak about the dangers of driving on snow. We created a visual tone that was friendly rather than alarming.
Challenge
To create a campaign to remind drivers to safely navigate winter roads by slowing down, being patient and giving snow plows space.
Solution
More than speaking to the individual driver, the idea was to include the whole family into our communication strategy, especially children.
Outcome
A public campaign that communicated the risks of driving in snow without precaution in a simple, warm and child-like manner.
ANIMATION
ILLUSTRATION
LOGO DESIGN
GRAPHIC DESIGN
What is Snowhow?
A safe driving PSA campaign funded by the Ontario Good Roads Association.
We created a campaign that would appeal to families. A friendly reminder using distinct winter characters that focused on three primary messages.
Campaign Strategy
Logo design
Character development
Illustration style and visual language
Storyboard and concept development
Banner ad and Video Animation
Snow How was a brilliantly designed strategy. Utilizing friendly animated characters to explain such a serious public subject was the key factor for a successful campaign. Thank you Andy for your hard work
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Title at Company
Campaign launch
The campaign launched with a live broadcast on CityTV a with a reporter discovering the dangers of trying to pass a snowplow
OnRoute Highway stops
The videos were played throughout winter across Ontario on large video billboards. Inside and outside.
Ads on the Weather Network
Ads were run across the Weather Network website and app when bad weather was anticipated.
Ads in Cineplex Theatres
Short videos played in theatres before movies on select dates throughout the winter.
Safety messages conveyed through three winter characters
PSA Video
Three different messages needed to be communicated: Slow down in the snow, be patient in traffic and don’t pass the snow plow. For each message, we created a short animated video in which winter animals exemplified these specific public issues. These animals were polar bears, moose and penguins.
