Most people don’t spend much time thinking about their driving. They think driving is easy because it’s something they do every day. The reality is that driving is probably the most complex thing we do every day. The ICBC Drive Smart awareness campaign encourages BC drivers to take the task of driving more seriously, dispelling the myth that driving is simple.

We focused on intersections because that’s where 40% of accidents happen. In the spots, we created a busy, but realistic environment with lots of detail for viewers to pay attention to. The idea was executed in such a way that people could see that there’s a lot going on beyond their steering wheels. We didn’t just want to point out faults, or make people paranoid about their driving. The idea was simply to make drivers more aware of potential hazards. You’d be surprised how a little awareness can make people much smarter drivers immediately.