SlowMoFilms.com
Microsite -
Caltrans

Rather than spending (or wasting) our time "preaching" about driving slower and safer on the highway, we opted to get teen drivers involved in creating our messages. Indirectly they became the champions of our brand, without feeling that "the man" was looking over their shoulder.

A contest to create a :30 video that showcased why "slower is better," voted upon by their peers and put up for a chance to win cash prizes, iPhones and Wiis, was all it took to get our message front and center.

Designed to leverage social media, blogging communities and a YouTube inspired interface, the contest proved to be a great way to expose our "social issue" under much more approachable terms.

Check out the winners here.