With crash rates climbing and drivers admitting they were rusty on the rules, we set out to make refresher knowledge feel relevant and engaging. Rather than a dull PSA, we leaned into a retro, unexpected tone: short, punchy nostalgic spots that challenged people to take fun tests, not lectures, and encouraged drivers to revisit what they thought they once knew about safe driving.
The work included three custom spots I directed, each wrapped around playful, retro themes to remind them of what they were like when they first got their licences and invited people to test their road knowledge and rediscover the rules of the road.
The results far surpassed expectations — in less a week, over 45,000 British Columbians took the Drive Smart Refresher Test, more than double the original 15,000 goal.
The campaign sparked widespread online conversation and engagement. The creative clearly resonated with the audience and drove significant real-world interaction and during it's run contributed to safer driving habits.
“More than 45,000 British Columbians jumped online to challenge and take the Drive Smart Refresher Test.”
