The challenge

For this project, I designed a campaign, working with a real client Re:act, to positively shift the attitudes of young drivers to adhere to the speed limit. With a positive and proactive approach, I influence drivers to drive to the speed limit. 

The solution

Speed kills - but speed also thrills, a spike in blood pressure, flight or fight response, and a racing heartbeat. Need for Speed has built the notion that speed provides unmatched exhilaration. However, there are other ways to safely enjoy the thrills and spills of speed - but not on the road. By swaying young people, with positive redirection, & positively shifting young people to enjoy speed on jetboats, skydiving, theme parks, etc. Get your adrenaline kick elsewhere, not on the road.

Design System.

Through illustrations and a fun Broke Grotesk font, the campaign encourages us to seek the thrill of speed,  not on our roads. Designs can be imagined as billboards and posters, in all locations where safe speed can be encouraged.