Our creative idea was based on a simple yet universal insight - life has a way of taking all of us by surprise. We decided to capture these moments of surprise that can lay waste to the best laid plans.

However, instead of asking people to prepare for a tragedy, we decided to use dark humor in pop-culture and real-life instances, to tell the story.

This is how the #BecauseLifeHappens campaign was born, crafted around moments of surprise.

Millennials on the road, will most probably have their Maps on. We used that as an interface to tell 3 stories with a simple message – life can happen just around the corner.

Three creatives that showed two people/groups of people, who shouldn’t bump into each other, approaching one another around a corner.

Placing the billboard at strategic intersections of maximum traffic frequented by millennials, ensured we reached 2.5 million people.