Norway's largest insurance company Gjensidige has set a goal to reduce the number of accidents among young people in traffic. The goal shall be achieved by developing simple and inspiring services that make young drivers stay safe behind the wheel and avoid becoming a tragic statistic.

The Theory Songbook was a 12-track playlist on Spotify and Tidal,

the target groups favorite music source.

Each of the songs covered a theme in the Theory Book, and performed in all kinds of music genres from synth-pop, grunge and metal, to reggae, poems, and folk songs.

To promote the album we created the worlds safest CD-cover. The CD itself was designed as a prohibition sign (white plate with a red ring), while the CD cover got the shape of an old fashion reflex. So you also could be safe outside of your car.

Throughout the campaign period, each of the 12 songs was released in social media with their own custom artwork and promotional video.

To get hold of this limited edition CD, the target group had to follow the campaign in social media and respond to driver theory questions posted by the various bands in the project.