Behind the wheel, think about driving

Agency: Lg2


The Société de l’assurance automobile du Québec (SAAQ) created a new ad for its “Distracted” series. For a third consecutive year, the campaign aims its headlights at this important safety issue, focusing this year on an all-too-common behaviour: driving while mentally distracted. Regardless of how many years you have behind the wheel or the type of vehicle, driving is a complex task that demands total attention. The campaign dramatically drives home the message: When you’re lost in thought, you’re not behind the wheel.

Absent-mindedness is literally in the driver’s seat of a dialogue-free, driver-free video. Like someone suddenly snapping out of a daydream, the terrible consequences of distracted driving can hit you in the blink of an eye. The result is a stark and powerful message that speaks volumes without uttering a word.

This professional campaign titled 'Behind the wheel, think about driving' was published in Canada in February, 2023. It was created for the brand: SAAQ, by ad agency: Lg2. This Film medium campaign is related to the Insurance industry and contains 1 media asset. It was submitted 7 months ago by Public Relations Manager: Marie-Eve Gionet of LG2.


Client: Société de l’assurance automobile du Québec - Patrice Letendre, Anne Marcoux
Vice-President, Creative: Luc Du Sault
Vice-President, Strategy: Sophie-Annick Vallée
Creative Director: Éric Chavagnac, Luc Du Sault
Copywritting: Éric Chavagnac
Art direction: Vincent Bernard
Strategy: Pauline Després
Content: Valérie Bédard,Vincent Deslauriers, Vincent Bernard, Éric Chavagnac
Account Services: Alexandra Laverdière, Camille Savard
Agency Production: Isabelle Fonta
Motion Design: Daniel Martinez-Mendoza
Editing: Dominic Montplaisir
Media: Touché, Cossette Média
Graphic Production: Marie-Eve Roussy
Director: Gorditos - Nicolas Monette
DOP: Barry Russell
Production House: Gorditos - Véronique Poulin
Post-production: Post-Moderne
Sound Studio - Engineering: Circonflex - Dominic Cabana


Sign up for our newsletter

Don't miss out. Receive our free weekly newsletter to learn about the best creative work from all around the globe. We're keeping your email safe and confidential.