Yellow Lines Are Only Lines
Yellow lines are everywhere to protect us. In many places like skytrains, on roads and at work, they are visible. In others, however, like around your home and elsewhere, they’re invisible. These literal and invisible yellow lines represent moments of decision—when we choose to take a risk or to be safe. Not every situation comes with a yellow line, but when we’re in the mindset of correct behaviour, we don’t need physical yellow lines—you know what to do.
The campaign focuses on moments of individual decision, when people take the right action and decide consciously to proceed with caution. But, as going through a pandemic showed us, it’s not just about looking out for ourselves. So we also focussed on human moments. Because when we’re looking out for each other, we’re at our best. The campaign included TV, digital, OOH, social. We also leveraged our media partner GlobalTV, featuring PSAs with on-air talent Squire Barnes, Michael Nueman and Kristi Gordon.
Cut down :15 ads focussed on personal responsibility.
Creative Direction/Copywriting: Allen Forbes, Creative Direction/Art Direction: Graeme Jack, Production: Wallop Films, Director: Scooter Corkle