This campaign marked my first fully art-directed advertising initiative and became one of ICBC’s longest-running and most impactful road-safety programs. The work included the Memorial and Gravestone television spots — emotionally grounded films designed to confront the real consequences of impaired driving.
Rather than relying on shock for its own sake, the creative focused on absence, loss, and personal responsibility, using restrained storytelling to leave a lasting impression. The result was a series of ads that resonated deeply with audiences across British Columbia.
Due to its effectiveness, the Counterattack campaign ran for multiple years and became a recognizable part of the province’s public safety messaging. The work contributed to increased awareness and reductions in impaired driving incidents and related fatalities.
This project represents an important milestone in my career — the beginning of a long-term focus on work that combines strong creative direction with meaningful social impact.
“Advertising that changed behaviour and saved many lives”
