In 2020, CIG worked with the Colorado Department of Transportation to develop a campaign to help improve Colorado’s seat belt use rate. With nearly 90% of Coloradans buckling up, we leveraged the positive road safety culture that already exists to impact the small minority of risky road users most resistant to changing their unbuckled behavior. By highlighting some of the playful disagreements commonly debated by Coloradans, the “Common Bond” campaign demonstrates that, despite our differences, there’s one thing we can all get behind: seat belts (literally and figuratively).

CIG enlisted the help of an animation director and music production company to help execute our vision, building a series of custom images and animations that were used in digital ads, social media, billboards, bus tails and radio. Organic social media tactics further engaged users on Facebook through a series of polls and quizzes on which they could vote and share seat belt safety knowledge.

2021 Finalist, Adobe Creativity Awards, Government

Client: CDOT | Agency: CIG | Creative Director: Kristan Butler | Animation Director and Illustrator: Aaron Ray | Account Supervisor: Sam Stavish | Copywriter: Jay Roth | Music: Silver Lantern | Audio: Rocky Mountain Recorders | Media Planning: Vladamir Jones