Safest Highway

Fountain Tire

We created a campaign for Fountain Tire to address road safety on Canada’s most dangerous highway – Hwy. 44 in Alberta.

The Safest Highways made an inconvenient hassle – checking and replacing your tires – effortless by checking drivers’ tire tread for them, where they already were – at the gas station. By intercepting their routine while they were filling up, we worked with, not against, drivers’ existing behaviour. We made it equally easy for drivers to stay informed about road conditions by aggregating disparate weather and traffic data into one place and pushing it to drivers where they were looking – the road.


Award recognition:

3 Golds and 2 Silvers at the Canadian Marketing Awards
3 Golds at the Shopper Innovation Awards
1 Silver and 1 Bronze at the Atomic Awards
1 One Show Merit