This campaign used a host of tactics to raise awareness and, ultimately, prevent distracted driving.

Through video, digital, and OOH, we sought to entertain as well as educate drivers on things they might not realize their “Bad Side” does to distract them.

Research determined the most likely causes of distraction-related accidents: Texting, eating, listening to music, multitasking, pets, and distractions from passengers.

We crafted various scenarios centered around these actions to show how the impulse to check your phone, jam out to your favorite song, or check your work email can lead to dangerous (and even life threatening) situations.