Highway 44

Agency Network: 
December 2017


Highway 44 has become one of Alberta, Canada’s deadliest stretches of highway. This winter, FCB Canada and Fountain Tire set out to change that by checking something that plays a significant role in vehicle collisions, but people rarely think about: tire tread depth. To do so, FCB Canada and Fountain Tire set up a tread-depth-reader in front of rest-stop gas pumps located just minutes from Highway 44. When people filled up, tires were analyzed and drivers knew whether they were safe to drive on or not, before they got onto Highway 44. People that failed were given a free set of tires to ensure that they got home safe.

Film advertisement created by FCB, Canada for Fountain Tire, within the category: Automotive.

Advertising Agency: FCB, Canada
Chief Creative Officers: Nancy Crimi-Lamanna, Jeff Hilts
Group Creative Head, Art Director: Noel Fenn
Group Creative Head, Copywriter: Matt Antonello
Art Director: Cody Sabatine
Copywriter: Joseph Vernuccio
VP, Managing Director: Chris Perron
Group Account Director: John Pace
Account Executive: Rameez Al Aghbar
Chief Strategy Officer: Shelley Brown
Senior Strategist: Eryn LeMesurier
Director of Integrated Production:Stef Fabich
Producer: Christine Michalejko
Director: Scott Drucker
Director of Print: Bruce Ellis
Production House: Corkscrew Media
Editor: Andy Ames
Post-production: Alter Ego
Audio: Apollo
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Highest Rated

kleenex's picture

Solid effort.

Activity Score 58777
Web Designer/Developer
kleenex's picture

Solid effort.

Activity Score 58777
Web Designer/Developer
halaby87's picture


Activity Score 10498
Marketing Manager |


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