A successful agency Christmas card has the following elements: personality, entertainment value and festive cheer. But most importantly, it shows our creativity.

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.

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.