The Safest Highway
Highway 44 is one of Alberta's deadliest highways. Fountain Tire turned it into the safest, one set of tires at a time by setting up a tread-depth-reader in front of a rest-stop gas station located just minutes from the highway. We were able to accurately detect unsafe tires and then replace them with a new set.
To make the highway even safer we used LED boards placed at the entrance of the highway informing drivers in real-time of upcoming weather, visibility and collisions by pulling data from Twitter, Waze and weather sites.
- Project Roles
- Art Director, Creative Director, Designer
- FCB Toronto
- Art Direction, Creative Direction, Design, Outdoor
- Advertising, Brand Films
- Project Industries