Steering a national conversation in the right direction

Public Safety Canada was looking to connect with youth at the onset of the national discussion on marijuana safety. We worked with the department to develop a social change campaign based in the audience's world: social media.

To juxtapose the idealized lens of the online world with the real, immediate consequences of driving impaired, we created In an Instant, telling our story through the social media content of both the fictional campaign characters and the audience themselves.

The campaign was unmissable — between television and YouTube spots, a mobile game, social media, on-campus advertising, Spotify ads and a chatbot, In an Instant lived everywhere its audience did. It sparked a national conversation about drug-impaired driving, and helped the next generation of drivers understand the instantaneous dangers of driving high.