This new campaign is via Calgary, Alberta.
I think the ads are interesting, but a bit too flip and glib with the copy.
But then, I'm not the target because I'm not an idiot.
Said Donna Babchishin of Alberta Transportation about the campaign:
"Our goal is to get their attention, and to ultimately save lives, and the way to do that was to come up with a campaign that spoke to them and generated conversation. The campaign is in part targeted at a very young demographic. The highest rate of convictions for distracted driving are actually 25 to 34-year-old males."
Compare the campaign to these graphically violent ads via Brazil.
Ad agency: RED, Edmonton.