2019 Winner
Fountain Tire
Safest Highway
FCB Canada
SilverAToMiC Engagement
BronzeBest Print/Out-of-home
Worn tires contribute to a quarter of all accidents. So Fountain Tire set out to fix unsafe tires and tackle road conditions with its “Safest Highway” campaign by FCB.
Data was central to the program. The team first used regional collision data to ID the most dangerous road in Alberta. Next, data was collected from a mat that commuters drove over at a gas station, taking a 3D-mapped sample of their tires to assess if they were safe or not.
A Fountain Tire rep gave every driver a customized tire safety report (31% of tires failed, which it replaced, free of charge). And the final data points were collected from Waze, Twitter and The Weather Network, with changing road and weather conditions displayed on digital boards along the highway in real-time.
In the end, tire sales for the brand increased 8% locally and 4% nationally, all while helping drivers stay safe.
Credits
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
Chris Perron: VP, Managing Director
John Pace: Group Account Director
Rameez Al Aghbar: Account Executive
Shelley Brown: Chief Strategy Officer
Eryn LeMesurier: Strategy Director
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
Client: Fountain Tire
Kristi Dubeau General Manager, Marketing
James Bliss Director, Marketing Communications
Denise Gohl-Eacrett Manager, Marketing Communications
Tracy Watters Advertising Specialist