Our client wanted to reach potential holidaymakers at work, in a unique way, on a small budget. The objective was to single-mindedly remind drivers to 'Buckle-Up'. This banner, found on popular holiday accomodation and booking sites, breaks through its own boundaries, as the driver is thrown from his vehicle into the site being viewed. A strong message becomes more memorable by using a relatively common media space in an entirely unique way, which resulted in an impressive number of click-throughs to the Arrive Alive website.

A new typeface was developed for a type-driven message, 'If you can't read this, you're too close'. Drivers passing busses on national holiday routes can clearly read the mesage from afar, but the closer they get to the back of the bus, the more the type distorts, until it becomes indecipherable. This 'optical illusion', combined with the right media type, proved to be an entirely innovative communication that had enormous impact and word-of-mouth value.

This low cost, high-impact idea generated massive interest. Unsolicited coverage of the campaign in various regional television, radio and press tripled the total media value. Most importantly, the campaign contributed to a 38% decline in road accidents over the 2003-2004 festive season.