Allen Forbes

Despite oversized “SCHOOL ZONE” signage, drivers continued to speed through active school areas. Traditional road safety messaging wasn’t landing. We needed a visceral, immediate way to make the risk real—and interrupt dangerous driving behavior.

Solution

We created Pavement Patty: a 3D optical illusion of a young girl chasing a ball into the street. Installed directly in a Vancouver school zone, it was designed to make drivers physically and emotionally react. It wasn’t just visual—it was a jolt to the conscience. The moment was captured on video and seeded strategically across channels.

Campaign

A bold ambient stunt supported by digital and social media distribution. As the footage spread, so did the conversation—some praising the creativity, others questioning the ethics. The controversy only amplified the campaign’s reach, turning it into a viral PSA with global traction. Because of its impact, the campaign was re-run in 2017 to continue raising awareness.

Impact

• $10.8M in earned media

• 68+ international press features, including CNN, BBC, Sky News, and CTV

• 1.8M+ YouTube views

• Sparked a global conversation on the ethics of shock advertising

• Featured in Communication Arts Advertising Annual

• Became one of the most awarded Canadian road safety campaigns

Copywriting/Associate Creative Director: Allen Forbes, Art Director: David Harrison, Creative Direction: Liam Greenlaw