Creativity

This Funeral Home Billboard Targets Careless, Texting Drivers

John St.'s PSA in Disguise Warns Motorists of the Dangers of Distracted Driving

By Ann-Christine Diaz. Published on May 12, 2016

Editor's Pick

A shocking billboard recently erected in Montreal, Canada seemed to rank right up there with ambulance chasers. It reads boldy, "Text and Drive," with the advertiser's name written beneath: Wathan Funeral Home.

The daring message was actually an anti-texting and driving PSA in disguise, created out of Toronto agency John St. in partnership with Cieslok Media.

While the billboard may have been enough to get the point across, the campaign also includes a website, Wathanfuneral.com, which at first looks like the real deal but turns out to inform visitors of the dangers of texting and driving.

"We're just trying to get Canadians to stop texting and driving, which is projected to kill more people in Ontario this year than drinking and driving," the site says. It also contains scary statistics about the realities of distracted driving, including the fact that "Last year, distracted driving contributed to the deaths of 78 people in Ontario."

"People see and hear the words 'Don't text and drive' almost every day, but the number of people doing it keeps going up and up," said Mylene Savoie, Managing Director of John St., Montreal, in a statement. "So we wanted to think of a different way of saying it that would make people think about the real and deadly consequences, which is where 'Text and drive' came from."

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About

Credits

Date
May 12, 2016
Agency:
John St.
Client:
John St./Cieslok Media
Media Company:
Cieslok Media
Executive Creative Director:
Angus Tucker
Executive Creative Director:
Stephen Jurisic
Creative:
Sébastien Lafaye
Creative:
Cédric Audet
General Manager:
Mylène Savoie
Account Service:
Ian Brook
Account Service:
Tamara Staines
Account Service:
Sasha Abrams
Account Service:
Sarah Ramage
Account Service:
Laura McLellan
Account Service:
Natacha Nicol
Production:
Kimberley Mullen
Production Artist:
Ryan Thiffault
Senior Developer:
Joshua Richards

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