The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2018 One Show - Responsive Environments

Safest Highways

Agency FCB Canada / Toronto

Client Fountain Tire
BACK TO RESULTS

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.