Pacific Blue Cross Health Insurance: Bike Path

If a car door opens, you'll have 1.5 seconds to apply for health insurance.
Once you're hurt, it's too late.

Advertising Agency: DDB Canada
Creative Directors: Dean Lee, Cosmo Campbell
Copywriter: Kevin Rathgeber
Art Director: Chris Moore
Account Manager: Scott Barr
Photographer: Philip Jarmain
Print Producer: Amanda Dring
Published: June 2010

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14 comments

Miss Copywriter 22's picture
Miss Copywriter 22
175 pencils

if i were a cyclist i would have got distracted trying to read the copy...hope this ad doesn't cause accidents...

elnietodeNicho's picture
elnietodeNicho
360 pencils

Unless you read magazines while riding your bike, don't worry. This is a print.

thedesignaddict's picture
thedesignaddict
5366 pencils

If this is actually a print ad (as it is listed above) - the execution is terrible. It would make way better ambient.

I like the idea though.

Hiperion's picture
Hiperion
3138 pencils

It´s not functional.
The idea is not original (see Sanitas by Sra Rushmore-Madrid)

pez's picture
pez
1723 pencils

Don't like it... I'm reading it in the other way...

Guest's picture
Guest

the angle of the letters is wrong

Man in a Box's picture
Man in a Box
39 pencils

Same of the stairs: better as ambient. Text should be read from below to above, in a first person perspective. It's a very simple detail, but if you did it on a first execution, why not on the other?

Guest's picture
Guest

This is a transit shelter ad - it's not actually physically painted onto a bike path.

Pombooie's picture
Pombooie
407 pencils

Jeez. If these ads aren't accidents waiting to happen I don't know what is. I've got this vision of a cyclist trying to read the copy on the tarmac and thus failing to see the door of a parked BMW swing open. The resulting accident leaves one cyclist hospitalised and one car owner in a state of rage.

Zulu-1's picture
Zulu-1
130 pencils

I love the insight! great guys.

Guest's picture
Guest

Wherever this is, they have super wide bike lanes. Really cuts down on the odds of catching a 'door prize' when there's so much room to swerve.

Guest's picture
Guest

Totally cool in print or ambient.

vinnyrihal's picture
vinnyrihal
60 pencils

Is it only me that is looking at this as a print ad and not a piece of ambient marketing

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