RLC’s See Everything
The Cameras Are Watching—and They’re Crystal Clear
Too many drivers believed they could “sneak through” a red light. Subjectivity reigned: was it red? Was it yellow-ish? Did you really run it? Until now, enforcement lacked indisputable proof—and consequences often felt optional.
Solution
We reframed red-light cameras not just as surveillance, but as ultra-high-definition truth-tellers. With 10 million pixels of clarity, these cameras could catch every last detail—down to whether it was a Venti or Grande Starbucks you were sipping as you blew past the intersection. The consequences? Mailed to your door in vivid photographic proof.
Campaign
We leaned into the hyper-clarity of the footage in a visual OOH and print series that made the message inescapable: you will be seen. No scare tactics, just a sharp tone of wit, confidence, and digital precision.
Impact
Boosted awareness of new camera rollouts across municipalities
Drove earned media buzz for its clever, callout-style messaging
Helped reposition enforcement tech as irrefutable—not optional
Associate Creative Direction + Copywriting: Allen Forbes, Art Direction: David Harrison, Design + Art Direction: Graeme Jack, Creative Direction: Liam Greenlaw.