Pacific Blue Cross: Sign

Expensive Medical, 0.5 km.

American hospitals are crazy expensive. Especially if you’re from Canada and you don’t have travel insurance. So to reach Canadians on their way to the US, we placed three simple billboards (at varying distances) along the highway leading to the border. The ads replicate familiar highway signs, right down to their reflective surface. They remind travellers that US medical care is mega pricey and offer one last chance to get coverage before it’s too late.

Advertising Agency: Wasserman + Partners, Vancouver, Canada
Creative Director: Liam Greenlaw
Associate Creative Director: Allen Forbes
Art Director: Winston Hartle
Copywriter: Ryan McGrew
Vice President: Pauline Hadley-Beauregard
Account Supervisor: Neil Malik
Producer: Steve Coulter
Media Planner: Ashley Lewis
Published: May 2013