Virginia DMV

Seatbelt Safety

Young men crash cars more often than anyone else, and because they’re also less likely to wear seatbelts, those crashes are far more dangerous. The DMV needed a way to reach 20–34-year-olds who don’t pay attention to traditional PSAs.

The campaign was built around one universal truth: the seatbelt ding drives everyone crazy. We turned that sound into the centerpiece, with dogs, kids, and even strangers joining in to freak out our hero until he finally buckles up.

We kept the visuals bold, playful, and impossible to ignore, striking the right balance of humor and authenticity to connect with a tough audience.