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2018 One Show - Responsive Environments

Safest Highways

Agency FCB Canada / Toronto

Client Fountain Tire
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Annual ID

OS_RE18017M

About the Work

Alberta has some of the most dangerous highways in Canada. Fountain Tire, a tire retailer, wanted to keep these drivers safe. First, we addressed worn tires, a safety risk that makes drivers 26% more prone to accidents. Using data, we pin-pointed Alberta’s most dangerous highway and installed a tire-tread reader at nearby gas-pumps. When drivers drove over it, it used 3D-mapping technology to test their tread. 31% of tires failed, so we replaced them to make the highway safer - sampling with a life-saving twist. Snow and ice also contribute to collisions, so we aggregated data from Waze, Weather Network and Twitter to create real-time safety alerts on billboards. Life-saving data pulled and shared in real-time. Generating 2 million impressions across Alberta’s 4 million population, and a 28.46% video completion rate, 2x the benchmark. Most importantly, we helped turn one of Alberta’s most dangerous highways into a much safer one.