2021 Winner
2021 Winners
Canadian Automobile Association (CAA)
Do Anything But Drive
When Canada legalized edibles, CAA needed to convince the 1 in 5 young Canadians who drove after using cannabis to plan ahead. The high from edibles can last much longer, making driving dangerous. Unlike the generations before them, Gen Z had grown up in a pot-positive world and didn’t equate being high with being impaired, statistically, even less so when that high came from an edible. The objective of the campaign was to reduce the number of young drivers who think it’s safe to drive on edibles.
According to multiple sources of research, their young target does not respond to the typical scare tactics, fact-based arguments, or finger wagging that occurs in most anti-drunk and high driving ads. They do, however, respond well to positive reinforcement. So, One Twenty Three West set out to create a campaign that applauded them for their responsible behaviour. If you’re doing edibles, whatever you get up to is fine, no judgements, as long as you don’t get behind the wheel.
Instead of hammering their target with facts, they created a campaign that applauds the young drivers who plan ahead. Whatever fun you get up to is your business, no judgements, as long as you don’t drive. This kept their message positive while still communicating the danger of driving on edibles.
With a heavy social media presence, Do Anything But Drive spoke to young drivers where they spend most of their time, including TikTok, Snapchat, and Twitch, and extended to an influencer campaign with creators across the country. The campaign also ran as a PSA on TV, with paid support on connection TV, Facebook, Instagram, YouTube, and in cinemas.
The campaign results surpassed all benchmarks for the campaign with 135 million earned impressions and 5.1 million completed views. The cost per completed view in particular was significantly stronger than industry norms. Engagement was also high, with over 329,000 interactions and over 41,000 shares on social media with a largely positive sentiment. Overall, the Do Anything But Drive campaign achieved double the North American and Non-Profit benchmarks for campaign awareness.
Their target is bombarded daily with a number of messages across several channels. This, coupled with dwindling attention spans, meant that they needed to not only capture their attention, but ensure the message resonated enough to ultimately turn their young audience into champions of the cause. Their success at doing this was abundantly evident by a cost per completed view being nearly twice as efficient as industry norms, along with 41k social shares and over 5,000 comments. The campaign was able to breakthrough to their target increasing brand favorability, with a brand lift study reporting ad recall 1.7x the North America norms and campaign awareness at 2x the norms.
Their approach radically changed how CAA chooses to go to market in the future when engaging with Gen Z or public safety in general. Their insights led to a more authentic tone and messaging that reimagined how PSAs are done, especially with younger Canadians. Furthermore, they were able to build a strategy that united CAA’s clubs to rally behind one message that was ultimately embraced and loved across the country.
According to multiple sources of research, their young target does not respond to the typical scare tactics, fact-based arguments, or finger wagging that occurs in most anti-drunk and high driving ads. They do, however, respond well to positive reinforcement. So, One Twenty Three West set out to create a campaign that applauded them for their responsible behaviour. If you’re doing edibles, whatever you get up to is fine, no judgements, as long as you don’t get behind the wheel.
Instead of hammering their target with facts, they created a campaign that applauds the young drivers who plan ahead. Whatever fun you get up to is your business, no judgements, as long as you don’t drive. This kept their message positive while still communicating the danger of driving on edibles.
With a heavy social media presence, Do Anything But Drive spoke to young drivers where they spend most of their time, including TikTok, Snapchat, and Twitch, and extended to an influencer campaign with creators across the country. The campaign also ran as a PSA on TV, with paid support on connection TV, Facebook, Instagram, YouTube, and in cinemas.
The campaign results surpassed all benchmarks for the campaign with 135 million earned impressions and 5.1 million completed views. The cost per completed view in particular was significantly stronger than industry norms. Engagement was also high, with over 329,000 interactions and over 41,000 shares on social media with a largely positive sentiment. Overall, the Do Anything But Drive campaign achieved double the North American and Non-Profit benchmarks for campaign awareness.
Their target is bombarded daily with a number of messages across several channels. This, coupled with dwindling attention spans, meant that they needed to not only capture their attention, but ensure the message resonated enough to ultimately turn their young audience into champions of the cause. Their success at doing this was abundantly evident by a cost per completed view being nearly twice as efficient as industry norms, along with 41k social shares and over 5,000 comments. The campaign was able to breakthrough to their target increasing brand favorability, with a brand lift study reporting ad recall 1.7x the North America norms and campaign awareness at 2x the norms.
Their approach radically changed how CAA chooses to go to market in the future when engaging with Gen Z or public safety in general. Their insights led to a more authentic tone and messaging that reimagined how PSAs are done, especially with younger Canadians. Furthermore, they were able to build a strategy that united CAA’s clubs to rally behind one message that was ultimately embraced and loved across the country.