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News Briefs
ICBC targets "Dirty Drivers"
Vancouver-based Wasserman + Partners Advertising has teamed up with the Insurance Corporation of British Columbia (ICBC) to launch a new integrated campaign to teach BC residents about safe driving and carbon emission reduction.
Launched early this week, the campaign features a support group of eight fictitious "Dirty Drivers" in TV commercials and online films on Facebook and YouTube, as well as a microsite with driving tips, an emissions calculator and the "Dirty Driver" films, which were directed by Liam Greenlaw, CD at Wasserman + Partners.
"When we started to identify different dirty driver habits, the offenders actually did sound like members of a support group," says Greenlaw. "It offered a point of view through humour that may make the viewers realize they might be guilty of a little dirty driving."
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