The Insurance Corporation of British Columbia launched a television, viral and online campaign today to promote good driving habits, while at the same time providing tips on saving money through environmentally friendly driving practices.
The new “Dirty Driver” campaign is basically an evolution of last year’s campaign—which saw Zack Spencer, host of the national automotive show Driving Television, share road safety tips with viewers—said Liam Greenlaw, creative director at Wasserman + Partners Advertising in Vancouver, and ICBC’s agency of record.
The campaign features eight characters, each of whom has a different driving flaw, said Greenlaw, who acted as director, art director and writer on the spots. “We made it look like a support group setting with everybody in a circle and Zack as a moderator.” The actors confess their particular driving vice and explain how the group helped them overcome it.
The campaign follows on the heels of ICBC’s print, online and point-of-sale campaign to sell 2010 Winter Games license plates. Print ads feature the stories “behind the drive” of various B.C. athletes such as Sonja Gaudet, a gold medal winner at the 2006 Paralympics in Turin; snowboarder Alexa Loo; and long track speed skater Jeff Kitura. ICBC is an official supporter of the 2010 Winter Games.
“By purchasing a 2010 Winter Games plate, consumers are supporting the Canadian Olympic Team,” said Greenlaw. “Our goal is to ensure that connection is clear and show people the intimate side of what’s coming to their backyard in 2010 and how they can be a part of the success.”
The website BehindTheDrive.com includes video podcasts by the athletes, a chance to win tickets to be ICBC’s guest at the 2010 Games, and a compilation of songs selected by athletes called RoadTrax.
Greenlaw joined Wasserman as CD in August, replacing Darren Warner. He was most recently with Barkinhot Studio in Toronto, which he co-founded 10 years ago.
“With his experience as a director, art director, graphic designer and writer, Liam is a perfect fit with our focus on making creative leaps and providing clients with innovative solutions,” said Alvin Wasserman, president of Wasserman, in a release.
