CLIENT SAAQ • AGENCY Lg2 • CREATIVE DIRECTOR Luc Du Sault • ART DIRECTOR Vincent Bernard • PRODUCTION Mileinn • PHOTOGRAPHY Olivier Staub • DIGITAL ARTIST Visual Box
Since marijuana will soon be legal in Québec, the Société de l’assurance automobile du Québec (SAAQ) wanted to inform and educate the population about the consequences of driving under the influence of weed. One of weed’s effects is a slower response time, so we created a set of prints and outdoor ads that physically demonstrate this effect. We wanted to create a set of outdoor ads that would present the consequences visually, without showing a car crash. We needed something simple and memorable. Hence the road signs, which are impossible to miss and clearly communicate the message. The drama happens in the mind rather than in front of the eyes.
We ended up shooting this project last winter, so it was a huge challenge to photograph sections of dry road and find summer scenery.