2018 Winner

Fountain Tire

Safest Highway

FCB Canada

SilverBest Use of Digital - Best Use of Technology

Damaged tires account for almost a fourth of road accidents, and yet Canadians rarely take the time to check them. In fact, 50% of people drive with at least one worn-out tire. The “Safest Highway” campaign sought to drive home these scary stats to encourage more drivers to change their tires before it’s too late. The team analyzed regional collision data and found Alberta’s Highway 44 was among the deadliest. To help make the highway safer, the brand secretly tested tires using 3D image mapping, placing a tire tread reader at the entrance of a gas station along the highway’s most dangerous stretch. The tool presented a visual representation of the drivers’ tires, with a third of them failing the test and needing to be replaced, which Fountain Tire did – on the spot. The serious message worked, with sales increasing 8% locally and 4% nationally, doubling the campaign goal.

Credits
Fountain Tire Client:
Kristi Dubeau General Manager, Marketing
James Bliss Director, Marketing Communications
Denise Gohl-Eacrett Manager, Marketing Communications
Tracy Watters Advertising Specialist

Creative Department:
Nancy Crimi-Lamanna: Chief Creative Officer
Jeff Hilts: Chief Creative Officer
Noel Fenn: Group Creative Director
Matt Antonello: Group Creative Director
Cody Sabatine: Art Director
Joseph Vernuccio: Copywriter
Account Department:
Chris Perron: VP, Managing Director
John Pace: Group Account Director
Rameez Al Aghbar: Account Executive
Strategy Department:
Shelley Brown: Chief Strategy Officer
Eryn LeMesurier: Strategy Director
Production:
Stef Fabich: Director of Integrated Production
Christine Michalejko: Producer
Scott Drucker: Director
Bruce Ellis: Director of Print
Corkscrew Media: Production House, Fuel Content
Andy Ames: Editor, Fuel Content
Post Production: Alter Ego
Audio: Apollo
Production: Fuel Content, Corkscrew Media
Media: Guru Communications