They may have just robbed a bank, but at least they’re driving safely.

The latest campaign from North Vancouver-based Insurance Corporation of British Columbia (ICBC), which aims to raise awareness about its Zero Crash Month, depicts typically reckless drivers, like a stuntman, being cautious on the road to illustrate the tag: ‘Everybody’s driving safely this October.’

‘Especially with television, you have to go over the top [to get noticed],’ says Darren Warner, CD at

Vancouver-based Wasserman + Partners, explaining the zany concept that includes a TV spot with bank robbers making a careful getaway. On the print side, in addition to the toy-car-jumping stuntman, another execution features adults driving bumper cars in an orderly fashion.

This is the third year of ICBC’s Zero Crash Month, but Wasserman’s first year on the promo (the agency won the business away from DDB earlier this year).

All campaign elements, including TV, print and OOH, drive consumers to the website, zerocrashmonth.com, where both individuals and corporations can sign an online pledge to drive safely. Within a week of its launch at the beginning of October, there were already 15,000 individual pledges.

client: Jared Huber, Angela Boal, marketing communications specialists; Aman Kainth, project manager; Jim Hutson, communications specialist

agency: Wasserman + Partners

CD: Darren Warner

copywriter: Katherine MacDonald

AD: Lisa Lebedovich

VP, strategic planning: Karen Nishi

account manager: Shalini Shekhar

agency producer: Shelley Stevens

prodco: untitled/runt

director: Aleysa Young

editor Don Macdonell, JMB Post

sound: GGRP