MISSOURI DEPARTMENT OF TRANSPORTATION

The Challenge:
Commercial Motor Vehicles play a huge role in our economy, but sharing the road with them can be dangerous for motorists who don’t understand how to operate safely around them. There is a lot of information to convey, and we needed to be careful that our campaign did not create a divide between motorists and CMV drivers by placing blame on one or the other. 

Our Solution:
Create a campaign that would clearly relay the imperative information without feeling bossy or boring. 

Our Execution:
Due to the inherent constraints associated with filming or photographing traffic situations, particularly those involving large commercial vehicles such as semi-trucks, we embraced graphical illustrations and animations to help convey the message. 

Through the use of drone footage and a closed course, we were able to capture necessary moving elements and supplement them with graphic overlays to tell the complete story. The result was a punchy, direct, instructional-type message, with each asset unified by a catchy yellow color, quick copy, and a cohesive look and tone.