Cannes Lions

INSURANCE

LEO BURNETT USA, Chicago / ALLSTATE / 2008

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Overview

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Credits

Overview

Description

For the last decade, almost 6,000 teenagers have been killed every year in automobile accidents. Allstate decided that it was time for a change. We developed an interactive Parent-teen Driving Contract to help parents and teens have an important conversation about safe driving. We hired Jason Wade of Lifehouse to write a song for our commercial and bring attention to the teen driving epidemic. The song caught on. The video was posted on YouTube and has become a living memorial for all those teens we’ve lost to car crashes. The campaign is no longer just about ads. It’s a movement.

Execution

A print campaign and web banners were placed in motorcycle enthusiast publications and websites. The Allstate Mobile Garage showed up at major motorcycle rallies across the country. Each communication drove consumers to a new website called allstategarage.com.

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