Arrive Alive Billboard

For decades, Nigerian clients have rejected audacious ideas as too expensive or incapable of delivering results. When Leadway Assurance sent the brief for a road safety campaign, we refused to repeat the toothless "Drive Safe" messaging that had failed for years. Instead, we pitched the a simple idea: crash a real car into a real billboard. We showed Leadway it was affordable, outlined the guaranteed impact, and they approved it. The industry had never seen anything like it.

Getting government approval was a real battle. Outdoor media companies called it impossible. Months of negotiations, plan revisions, and stakeholder education. We partnered with the Federal Road Safety Corps to transform the project from "marketing stunt" to legitimate public safety intervention.

The final execution stopped Lagos traffic, literally and figuratively. A mangled vehicle embedded in a billboard on a major thoroughfare, crumpled metal and shattered glass creating visceral cognitive dissonance. Nigerians debated whether it was real or AI. Thousands shared photos. The campaign trended organically, dominating conversation without paid amplification. But the real victory was behavioural: drivers explicitly credited the billboard with making them more cautious, more aware, more committed to arriving alive.

This & That Creative Agency didn't just execute a campaign. We shattered the myth that bold work can't happen in Nigeria. We proved that when clients trust their agencies and agencies commit to execution, Nigerian brands can produce work that rivals international standards. The billboard is already the most talked-about outdoor campaign in Nigeria in 2026 and has opened a new era for an industry that had spent years admiring breakthrough work from afar while accepting "such things don't happen here." They do now.