City of Edmonton - You hold the key. Be Idle free.

Description: The City of Edmonton asked us to take on the creative execution for a campaign to promote turning off your vehicle when you are parked for longer than 10 seconds. They informed us that they didn't want to appear to heavy handed with the request and wanted to come at it from a positive approach. We immediately dove into research. Did you know that if the average Canadian reduced their idling time by 5 minutes per day, after a year it would be like we took 490,000 vehicles off the road. Saving the country roughly $550 million in fuel costs.

While it is a very serious subject for focus, we felt a more humorous approach that highlighted other ways people think daily about their air quality was more likely to break through and get noticed.