Primary Goals & Objectives

The City of Edmonton’s Traffic Safety department needed to capture the attention of Edmonton drivers and convince them to slow down on city streets, particularly in school zones. For maximum impact, g[squared] developed a creative concept that put the message directly in front of motorists where it was needed most—on the road.

We created a graphic designed to wrap a vehicle and make it look as though it had been in a serious collision, with children sitting in the back seats.

This powerful visual effect, paired with the messages “Please slow down”, “Safe roads begin with you” and “Speeding impacts us all”, acted as an immediate reminder to drivers that speeding can have tragic results.

The campaign was placed strategically throughout the city in areas where speeding was a concern.


  • Vehicle decals