2024 Winner
BronzeBranded Content
Canada Safety Council
"Sleep Tracks"
VML
"Sleep Tracks"
VML
Despite 21% of Canadian road crashes being caused by tiredness, many drivers underestimate the risk of falling asleep at the wheel. To raise awareness, the Canada Safety Council and VML created “Sleep Tracks” to transform the white noise of road sounds into sleep-inducing audio tracks.
Leveraging the popularity of sleep aids and mindfulness podcasts, the tracks were distributed on major streaming platforms and accompanied by safe driving tips. Custom tracks were developed for each province. With a targeted media buy, which included TV, Spotify and digital displays, the campaign experienced a 3,498% increase in website visits and reached over 20,000 listening hours. All media was targeted to reach people at bedtime.
Leveraging the popularity of sleep aids and mindfulness podcasts, the tracks were distributed on major streaming platforms and accompanied by safe driving tips. Custom tracks were developed for each province. With a targeted media buy, which included TV, Spotify and digital displays, the campaign experienced a 3,498% increase in website visits and reached over 20,000 listening hours. All media was targeted to reach people at bedtime.
Credits
Graham Lang, Chief Creative Officer, TAXI/VMLJames Sadler, Executive Creative Director, TAXI/VML
Mike Houldsworth, Senior Copywriter, TAXI/VML
Sam Bullis, Design Lead, TAXI/VML
Georgia Inerfield, Art Director, TAXI/VML
Sara Nguyen, Designer, TAXI/VML
Mara Neil, Group Account Director, TAXI/VML
Scott Polzen, Senior Producer, TAXI/VML
Jackie Pearl, Managing Director, TAXI/VML
Alexandra Beals, Editor, TAXI/VML
Maxime Boivin, Integrated Studio Director, TAXI/VML
Andrew Harris, Sound Engineer, Vapor Music
Kat Stewart, Senior Producer, Vapor Music
Kat Stewart, Voice Actor, Vapor Music
Sebastien Royer, Group Account Director, Mindshare
Audrey Lo, Associate Media Planning, Mindshare
Erminia De Pippo, Investment Manager, Mindshare