MISSOURI DEPARTMENT OF TRANSPORTATION

The Challenge:
The biggest sports-viewing event of the year is synonymous with overindulging in food and drink, creating a potentially dangerous situation for everyone on the road after the game. MoDOT’s recent efforts have focused on four specific driving habits that keep our roadways safer, and they wanted to maintain that same approach for the Super Bowl rather than their traditional concentration on impaired driving. What new strategy could resonate with our target audience?

Our Solution:
An upbeat and empowering campaign that uses emotion to help remind the target audience of the importance of driving safely every time one gets behind the wheel.

Our Execution:
Rather than showing the negative consequences of unsafe driving, we leaned into the upbeat nature of the viewing experience and followed one delivery driver as he navigates getting in and out of the car, subtly showing his commitment to safe driving throughout the entire evening. Music and food are critical to any successful Super Bowl party, so we incorporated these elements to reflect the audience’s reality, coupled with a unique look that sampled trends in music and video production to resonate with the target audience.