Insight
Roll tolls are ever-increasing (already up 7.8% than this time last year) and people are most at risk of road fatalities during the holidays because more people travel creating more driving distractions.
So how do we convince people to pay closer attention to the road in dangerous times?
Idea
Make the road itself a reminder to drive safe.
Execution
The white lines on the road are what guides us and what we focus on while driving, so we'll use this vehicle to stencil the names of road toll victims along highways, providing a new reason to focus on the road and help people remember why it's important to drive safe.
