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A lovable look for a good roads public service announcement

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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.

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Challenge

To create a campaign to remind drivers to safely navigate winter roads by slowing down, being patient and giving snow plows space.

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Solution

More than speaking to the individual driver, the idea was to include the whole family into our communication strategy, especially children.

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Outcome

More than speaking to the individual driver, the idea was to include the whole family into our communication strategy, especially children.

ANIMATION
ILLUSTRATION
LOGO DESIGN
GRAPHIC DESIGN

What is Snowhow?

A safe driving PSA campaign funded by the Ontario Good Roads Association.

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Start
2016
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Term
Short
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Cost
Medium
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Scope
Medium

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

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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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Campaign launch

The campaign launched with a live broadcast on CityTV a with a reporter discovering the dangers of trying to pass a snowplow

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OnRoute Highway stops

The videos were played throughout winter across Ontario on large video billboards. Inside and outside.

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Ads on the Weather Network

Ads were run across the Weather Network website and app when bad weather was anticipated.

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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.

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