We were tasked with creating a 30-second PSA to promote safer roads for pedestrians, cyclists and drivers.
02 — Creative process
We chose to focus on the importance of the one-metre passing law. Drawing viewers in with a light-hearted premise, we employed a stark shift in tone to underscore the serious consequences of not adhering to this law.
03 — Results
The spot aired on select TV stations and in paid media ads. CTV, CP24 and Global were all present for the press conference in May 2025.