IOWA DEPARTMENT OF TRANSPORTATION

IOWA DEPARTMENT OF TRANSPORTATION

Zero Fatalities

For a number of years, Zero Fatalities has been the brand used to remind Iowa drivers to practice safe driving behaviors in order to reduce traffic fatalities on Iowa’s roads. Behaviors included speeding, impaired driving, distracted driving, drowsy driving and buckling up. The Iowa DOT was seeking a memorable, attention-getting creative concept and enlisted Bucket Agency’s creative team to do the work.

The result was “Grim” - a down-trodden version of the Grim Reaper, who pictured himself having to return to the traditional workforce due to a sharp downturn in traffic fatalities. From office holiday parties where co-workers called for safe rides, to riding with friends who asked a passenger to text a friend, a disappointed Grim could only envision himself returning to the 9 to 5 grind, where he kept losing his key card and was tasked with making spreadsheets for “Steve.”

The memorable, comical campaign started with a long-form video telling the entire story of Grim and featured multiple-length video spots centered around how to keep Grim off Iowa’s roads by practicing safe driving habits and forcing him back into the workforce. Campaign assets appeared on statewide television and cable, psychographically targeted websites and social channels including Facebook, Instagram, Snapchat and TikTok.

The campaign was recognized with an Addy Award for outstanding “Film/Video/Sound Branded Content, Any Length” by the Des Moines Chapter of the American Advertising Federation.”