Highway 44 is one of Alberta, Canada’s deadliest highways especially in winter thanks to black ice, and blinding snow conditions. What's even worse is that if you have worn tire treads, your chances of having an accident increase by 26%. FCB Canada and Fountain Tire wanted to do something about it this winter. So they set up a tire tread-depth-reader in front of rest-stop gas pumps right off of Highway 44. That way when people stopped for gas, they also got their tires analyzed. They used 3D imaging to determine the tire-tread depth. More than 30% of the drivers who stopped for gas failed the test, too.
Now, here's where this idea goes from being interesting to being a smart piece of branding. If people who stopped for gas got their tires analyzed and failed the tread-depth test, they got a free set of tires to ensure they'd drive safely. Smart move on Fountain Tire's part.

Client: Fountain Tire
Creative Department: FCB Canada
Nancy Crimi-Lamanna: Chief Creative Officer
Jeff Hilts: Chief Creative Officer
Noel Fenn: Group Creative Head, Art Director
Matt Antonello: Group Creative Head, Copywriter
Cody Sabatine: Art Director
Joseph Vernuccio: Copywriter
Account Department: FCB Canada
Chris Perron: VP, Managing Director
John Pace: Group Account Director
Rameez Al Aghbar: Account Executive
Strategy Department: FCB Canada
Shelley Brown: Chief Strategy Officer
Eryn LeMesurier: Senior Strategist
Production: FCB Canada
Stef Fabich: Director of Integrated Production
Christine Michalejko: Producer
Scott Drucker: Director
Bruce Ellis: Director of Print
Corkscrew Media: Production House
Andy Ames: Editor
Post Production: Alter Ego
Audio: Apollo

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kidsleepy CD copywriter with 18 years experience who has worked in many cities including New York, Atlanta, Montreal and currently Los Angeles. I snark because I care.