Wasserman + Partners’ latest integrated campaign for ICBC features a fictional support group of eight “Dirty Drivers” whose bad driving habits cost them money and hurt the environment. The goal of the campaign to educate people about safe driving and how even the smallest behavioural changes can help them save money and reduce their carbon emissions. Three of the TV spots can be viewed here. More films, a dirty driver quiz and smart driving tips can be found on Drive Smart. Save Green. The campaign was headed-up by Wasserman + Partners' newly appointed CD Liam Greenlaw who also directed the campaign. Full credits are here.
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