Cool Marketing Thoughts

Via Advertising/Design Goodness: the ICBC Counter Attack. Shocking footage to make people aware of the consequences of the ‘drink and drive’ attitude. Seriously disturbing, but very powerful. Today’s teens aren’t shocked as fast as teens used to be, so indeed you’ve got to come up with seriously catching images. I think this is a good way to throw the message into their lives. The ads have been released in the summer of last year, but still are very impressive. A topic like this can always need some extra attention.

From ICBC’s website:

Enforcement of drinking-driving laws, combined with education and awareness, are needed to help further reduce alcohol-involved collisions. It is important that people do not become complacent about drinking and driving, or think the problem has gone away. In consultation with government and police, ICBC has produced three new hard-hitting CounterAttack ads to air starting Sunday, June 26.

The target audience for the new ad campaign is males aged 21 to 35 years old. The hard-line approach to the messaging and a more visceral experience are aimed at changing the social behaviour of this target group, who traditionally are more prone to take risks while driving.

There’s two more clips.