CALTRANS

 

CHIEF CREATIVE OFFICER: David Flanagan

CREATIVE DIRECTOR: Shad Selby

ART DIRECTOR: Shad Selby/Andrew Newbold/Lynn Malmberg

PHOTOGRAPHER: Shad Selby

WRITER: Shad Selby/David Flanagan

DIRECTOR: Shad Selby/David Flanagan

EDITOR: Rich Malmberg

DP: Mike Malmberg

PRODUCER: Shad Selby

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CHALENGE

 

Target: Drivers.

 

That's a huge target with multiple targets within that target with multiple touch points. 

 

Two target segmentations were defined:

 

Drivers 15-25

Drivers 25-65

 

CREATIVE SOLUTION

 

Two campaigns were developed with the overarching message of "slow for the cone zone" delivered.

 

Campaign 1. "Spoken Word" targeting high school. A spoken word "rap" music video was produced to crack the attention space of the very walled up personalities of the "teen". Because this target doesn't respond positively to authority and being "told" what to think or listen to...the thought was to entertain the target with media they are familiar with and connect with. Once the target let the wall down to be entertained the message was delivered and absorbed.

 

Campaign 2. "Crunch Lessons" targeting the rest of the driving population. The concept was to arrest the targets attention with aftermath imagery of an accident as a result from not "slowing for the cone zone". Once caught, the headlines punch the target in the proverbial face to help the final blow..."slow for the cone zone" message stick.