It takes a fresh approach to get BC drivers to ask themselves if they’re really as smart of a driver as they think. To support ICBC’s Drive Smart campaign for road safety awareness, we created a microsite that features an interactive online challenge to test drivers on their notion of speed, awareness, and reflex. A little fun can prompt a lot of interaction. So we borrowed the concept of online casual games to capture their attention. What was unique about the series of tests as well was that it wasn’t obvious that they were related to driving. The end reveal effectively combines the user’s perception of their driving skill level with important road safety statistics.