Lemonade Insurance rewards drivers with The Slow Sign
Lemonade partnered with Cash Studios for its latest campaign, where Texas drivers going under the speed limit were offered custom compliments by an unexpected roadside sign.
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Directed by Ivan Cash and edited by Blake Bogosian of Cut+Run, the experiential campaign asks: if speeding earns you a ticket, what’s the reward for safe driving?
That question inspired The Slow Sign, a custom roadside message board that only lights up for drivers traveling at or below the speed limit. Everyone else drives by without seeing a thing.
Touring across Texas, the activation brings Lemonade Car Insurance's core promise, safe drivers pay less, to life in an unexpected way. Texas records more car crashes than any other state, yet research found that only 10% of drivers actually follow the posted speed limit. “We got excited about the novelty of a sign that stays dark for speeding drivers but turns on to compliments to the minority of drivers who actually follow the speed limit,” said Cash.
Credits
View on-
- Production Company Cash Studios
- Director Ivan Cash
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Credits
View on- Production Company Cash Studios
- Director Ivan Cash
- Ad Agency Cash Studios
- Editing Cut+Run/California
- Color Jogger Studios
- Audio Post Colectivo Music + Sound
- Creative Lead Logan Broadley
- Executive Creative Director Ivan Cash
- Creative Director Matt Kalish
- Creative Director Jimmy Burton
- Producer Yevgeniya Kats
- Producer Yevgeniya Kats
- Creative Director Matt Kalish
- Line Producer Joshua Jaedicke
- DP Ivy Chiu
- Executive Post Producer Brian Stanley
- Editor Blake Bogosian
- Assistant Editor Hamilton Henson
- Post Producer Julie Plascencia
- Post Producer Jared Thomas
- VFX Artist Mark Everson
- Senior Post Producer Ron Rendon
- Colorist Adolfo Martinelli
- Executive Creative Producer Jeff Stevenson
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Credits
powered by- Production Company Cash Studios
- Director Ivan Cash
- Ad Agency Cash Studios
- Editing Cut+Run/California
- Color Jogger Studios
- Audio Post Colectivo Music + Sound
- Creative Lead Logan Broadley
- Executive Creative Director Ivan Cash
- Creative Director Matt Kalish
- Creative Director Jimmy Burton
- Producer Yevgeniya Kats
- Producer Yevgeniya Kats
- Creative Director Matt Kalish
- Line Producer Joshua Jaedicke
- DP Ivy Chiu
- Executive Post Producer Brian Stanley
- Editor Blake Bogosian
- Assistant Editor Hamilton Henson
- Post Producer Julie Plascencia
- Post Producer Jared Thomas
- VFX Artist Mark Everson
- Senior Post Producer Ron Rendon
- Colorist Adolfo Martinelli
- Executive Creative Producer Jeff Stevenson
“The subversion of taking a very civic object, wrapping it in hot pink vinyl and making it act in such an unexpected and surprising way is what made it feel so magical,” added Cash Studios creative director Matt Kalish.
The compliments themselves include “OBSESSED WITH YOUR SAFE DRIVING,” “ABSOLUTELY GORGEOUS SPEED CHOICE,” and “WAY TO DRIVE A FAST CAR SLOW.” Working within the 48-character limit of a standard roadside message board, teams from both companies wrote dozens of playful compliments designed to transform an everyday piece of traffic infrastructure into an unexpected moment of encouragement. “The fun part was figuring out how to design, program, transport, and capture the sign,” added Cash Studios producer Yevgeniya Kats.
“We believe in showing up in unexpected, delightful ways,” said Liron Smadja, Head of Brand Marketing at Lemonade. “Safe drivers pay less with Lemonade. When we came across the insight that only 10% of Texas drivers identify as driving within the speed limit, The Slow Sign was born for us, to give that 10% the kudos they deserve.”
